Helping an industry disruptor do it again
My Contributions
UX Writing
Copywriting
Content Strategy
Creative direction for video
The context: Since revolutionizing the auto sales industry more than 25 years ago, CarMax has been investing hundreds of millions of dollars into scaling its technology capabilities, striving to give customers a more personalized experience at every stage of their journey.
The problem: CarMax needed help with a nationwide campaign to build positive brand awareness among software engineers, data scientists, and machine learning engineers.
The solution: I was part of an end-to-end process that included discovery, envision, creation, and implementation of a wide range of assets, including a full suite of digital and Google display ads, landing pages, OOH advertising, video and photoshoots, and email templates.
KEY WINS
Owned content strategy for the website redesign and increased conversion rates by 62%.
Organically grew the client relationship, increasing annual account revenue from ~$25,000 to $500,000.
Upending expectations through authentic storytelling.
CarMax’s tech teams were struggling against the common misperception that the auto sales industry is just sleazy salesmen trying to scam you. In reality, CarMax achieves a level of technological sophistication on par with the world’s biggest tech companies and creates truly iconic customer experiences. Even better, they’re all just really fun people to be around. So I led the team in blending their culture and tech prowess into a fun-yet-inspirational tone of voice across every product we created.
I crafted digital ads to maximize ROI on a paid media campaign.
Armed with a flexible set of DDAs, OOH ads, and a multi-pronged media strategy, I helped the team drive traffic to the landing page and built up CarMax’s pipeline in a key effort that helped the campaign increase CarMax’s conversion rate by 62%.
