Challenge
Create a series of compelling Facebook cover images that quickly convey a series of key messages about NADA Used Car Guide’s business-to-business offerings.
Solution
While most people know NADA Used Car Guide as a trusted resource for car purchasers to access the most trusted values in the industry, the business-to-business market is actually where much of their revenue is generated, making this audience incredibly important to connect with via social channels.
When NADA Used Car Guide approached TSG, they had several messages that they wanted to convey with their Facebook cover image. These messages included the accuracy of their values, their longevity and how they’ve evolved over their 75 years, and finally that nobody in the industry provides their depth of automotive content, news and analysis.
In developing the creative brief, we quickly realized that these varied messages couldn’t be conveyed in just one graphic. Rather than trying to develop a concept with multiple messages, we thought it would be a much better idea to focus on one strong message in each graphic and rotate each banner every few weeks. That strategy would allow us to focus on visually striking concepts that don’t try to do too much. (Isn’t that the golden rule of advertising, anyway?)
The results of the project are the four cover images shown above, but you can also visit the NADA Used Car Guide Facebook page to see their new banners in action! Don’t forget to give them a “Like”!
