From Corporate to Captivating: Rebranding carsales for a Mobile-First Generation
- Apr 19
- 2 min read
How do you take Australia’s largest automotive marketplace and make it feel like a lifestyle essential? When carsales underwent a major rebrand, they turned to Looksee to breathe new life into the brand. The mission: move away from "corporate utility" and toward an authentic, story-driven identity that resonates with a mobile-first audience.
The Challenge: The Authenticity "Matchmaking"
The biggest hurdle in automotive marketing is faking it. Audiences can spot a "scripted" car ad a mile away. To make the “Buy It. Sell It. Love It” campaign land, we had to find creators who were actually in the market to buy or sell a car. Our challenge was identifying a roster where the product wasn't just a prop, but a solution to a real-life transition.
The Strategy: Real Stories, Real Transitions
We managed the end-to-end execution of a campaign featuring 9 proven Australian creators across TikTok and Instagram, focusing on three core pillars:
Strategic Selection: We moved beyond "car influencers." Instead, we partnered with a diverse mix of creators—from humorists to busy parents—who were at genuine life crossroads (e.g., needing a bigger family car or selling their first "pete").
Bespoke Short-Form Video: Content was designed to feel native to the "For You Page." By leaning into the simplicity and transparency of the new carsales experience, creators integrated product features into their regular posting style; humor, family chaos, and personal anecdotes.
The "Reach" Multiplier: We utilised a dual distribution model. Content was shared organically to build trust, then strategically amplified through paid boosting to target high intent consumers who were actively searching for their next vehicle.
The Technical Insight: Intent Over "Likes"
While traditional metrics matter, we looked deeper at High-Intent signals.
The "Saves" Metric: The campaign generated nearly 1,800 combined shares and saves. In our view, a "save" is the ultimate KPI for a marketplace; it signals that the content didn't just entertain; it acted as a bookmark for a future purchase decision.
Efficient Reach: By prioritising "View" and "Reach" objectives in our boosting strategy, we achieved an incredibly efficient Cost Per Reach (CPR) of $0.04.
The Results: Driving Brand Recall
1.6M Total Views
15.5K Total Engagements
$0.04 Cost Per Reach (CPR)
1,800 Shares and Saves (Indicators of high purchase intent)
The Looksee Difference: We didn't just promote a rebrand; we proved it. By finding creators who were actually living the "Buy It. Sell It. Love It" mantra, we transformed carsales from a search engine into a trusted lifestyle partner. The campaign didn't just capture attention; it captured the "save," positioning carsales as the modern, easy-to-use platform for the next generation of drivers.
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