Motorway, a noteworthy player in the online car marketplace industry, is undergoing a significant marketing transformation, transitioning from relying on external agencies to an in-house approach that emphasises personal customer narratives. The company may draw inspiration from Bumble's marketing strategies, which were pivotal under Walkland's leadership, to enhance its market presence and customer loyalty in the digital car sales arena.
Motorway has emerged as a significant player in the online car marketplace space. However, the journey has not been without its challenges, particularly with their marketing department. Motorway’s strategic marketing overhaul towards in-house advertising marks a pivotal change in strategy. This transition comes after a period of reliance on external agencies, notably Wonderhood Studios, which crafted the impactful ‘Dealers compete’ campaign. The move to internalise marketing efforts is a bold step, aiming to foster a more intimate and direct connection with consumers. Motorway’s latest TV spots, ‘Jen’s story’ and ‘Ian’s story’, are testaments to this new direction, highlighting personal customer experiences and the life-enriching impact of their services. As Motorway navigates through the complexities of revenue growth and marketing expenditures, this strategic pivot could be the catalyst for a new era of brand resonance and market penetration.
Motorway’s foray into in-house advertising has yielded a campaign that resonates deeply with its audience. The customer-centric narratives of ‘Jen’s story’ and ‘Ian’s story’ have successfully humanised the process of selling cars, showcasing the tangible benefits of using Motorway’s platform. These stories of personal triumph and financial empowerment have not only elevated the brand’s image but also underscored the usability and convenience of the app. Rachael Halliday, Motorway’s brand marketing director, emphasises the emotional and relatable aspects of these customer journeys, which are central to the campaign’s success. The strategic decision to bring advertising efforts in-house has allowed Motorway to craft messages that align closely with their brand values and resonate on a personal level. This high-reach campaign, supported by a mix of media channels, including radio, social, and out-of-home advertising, has positioned Motorway to connect with a broader audience at a crucial time when financial prudence is paramount.
Motorway’s strategic marketing narrative is set to evolve with the appointment of Naomi Walkland as the new Chief Marketing Officer. Walkland transitioned to Motorway after a successful tenure at Bumble, where she served as Vice President of Marketing, playing a pivotal role in the company’s international growth and successful IPO. Her expertise in expanding Bumble’s brand presence across multiple global markets and leading high-impact campaigns aligns with Motorway’s ambitions for innovation and expansion. Walkland’s appointment comes at a critical juncture for Motorway, as the company seeks to bolster its market share and navigate the competitive landscape of digital car sales. With a proven track record in the tech and app space, Walkland’s strategic vision is anticipated to drive Motorway’s marketing strategy forward, overseeing brand and product marketing, growth marketing, communications, and business marketing. Her leadership is expected to inject a fresh perspective and invigorate Motorway’s marketing endeavours.
Motorway’s recent acquisition of Naomi Walkland, the former Bumble marketing virtuoso, suggests a potential emulation of Bumble’s marketing success. Bumble’s go-to-market strategy, which Walkland was instrumental in developing, could offer valuable insights for Motorway’s future campaigns. Bumble’s approach was multifaceted, focusing on understanding the target audience, building a winning brand, and gaining media coverage. Their campaigns resonated with users by challenging stereotypes and advocating for social causes, which cultivated a loyal user base. Bumble’s use of brand ambassadors and influencers, alongside a strong social media presence, propelled the brand’s visibility and engagement. Motorway, facing its own challenges in a competitive market, may look to replicate Bumble’s success by leveraging Walkland’s expertise in these areas. The potential for Walkland to adapt Bumble’s strategies to fit Motorway’s unique market position is significant, potentially leading to increased brand loyalty and market share for the car selling platform.
