TrueCar turns successful social push into large brand campaign (Score 69)

Sales lead: Reach out now to offer last-minute campaign ad space. 

• TrueCar is continuing the social media push we told you about in March with a larger brand campaign.
• The push is called "Your Car is More Than a Car" and will run through June 12. 
• It will be supported by multiple video spots across CTV, YouTube, and social media. 
• It is specifically targeting markets in states such as FL. GA, CO, MD, and OH. 

Target demographic: Male millennials & Gen-Xers

The company will likely: 

• Significantly increase ad spend
• Continue focusing on digital & social channels
• Seek new agency partners (recent DM shift)

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• TrueCar has not aired a national TV ad since spending $722.6k in 2021. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: TrueCar spent about $828.5k on digital display ads YTD, a 31% decrease from $1.2m spent in this channel during the same time period of 2022. 
• YTD data: 78.1m impressions via YouTube (58%), Facebook (31%), and Instagram (11%). 
• 2021-2022 spend: Full-year spend fell by 29% from $3.8m in 2021 to $2.7m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as youtube.com, facebook.com, and instagram.com. 

Additional channel insights 

• Vivvix: TrueCar also utilizes print ads. 

Agency analysis:

• Opportunity: We have not seen any agency shifts since TrueCar named Jay Ku its chief commerce officer in February, so keep reaching out.
• Current roster:
  • Citizen Relations: PR
  • Wolfgang: creative

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.