Driving PR & SEO success for AutoTrader
Increasing organic growth while redefining brand perception
In an increasingly competitive digital PR landscape, where capturing journalists' attention has become more challenging than ever, we were tasked with securing valuable links on highly relevant automotive platforms as well as top-tier UK and international sites. To stand out amidst the noise, we created campaigns and press office stories that would strike a chord with every-day drivers, not just die-hard petrol heads, helping reposition Auto Trader as a relatable and approachable authority on car sales and helping drive a remarkable 39% increase in organic traffic to their /sell-my-car section – nearly doubling our original target.
What we did
Digital PR
Press Office
Creative Campaigns
The Results
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Increase in organic traffic
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Surpass in link targets
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Increase in keyword click growth
The Challenge
Auto Trader approached us with a clear objective: to significantly increase organic traffic to their /sell-my-car section. However, achieving this required more than just tactical execution – it meant collaborating with Auto Trader’s PR and brand teams to redefine the public’s perception of Auto Trader. Our challenge was to help transform the brand from a traditional, niche automotive platform into a modern, inclusive, and approachable resource for all motorists. To succeed, we needed to craft campaigns and press office stories that played into mainstream cultural trends, or offered super practical advice and not only showcased the brand’s new personality but also delivered impactful SEO results in an intensely competitive landscape dominated by high-profile industry players.
Our Approach
We used innovative and data-driven creative campaigns to captivate audiences and position Auto Trader as a relatable authority. These included original studies like using eye-tracking technology to identify the most eye-catching car designs and in-depth campaigns such as the “Canine Car Report,” which blended practical motoring insights with popular lifestyle trends. For our ‘Cars The UK and The World Wants To Buy’ campaign we leveraged Auto Trader’s own internal data to uncover the UK’s most in-demand cars, and search data to find out global car brand preferences, to generate widespread media coverage. Campaign coverage highlights included features on USA Today, Digg and This Is Money. As well as creating campaign content, we also used reactive press office stories to secure high-quality backlinks straight into the /sell-my-car page. These quick-to-launch campaigns offered practical advice and tapped into trending topics, from debunking TikTok cleaning myths to capitalising on post-Barbie trends.
The Impact
"We were thoroughly impressed by Propellernet's understanding of our requirements and objectives, showcased through their compelling strategies and creative ideas during their pitch [...] Together, we achieved notable milestones"
