Car & Classic: Messaging, Brand & Tone of Voice development
Building a content team for Europe's largest classic car marketplace.
At Car & Classic I built the product content function from the ground up.
This included developing the brand, product messaging, positioning and tone of voice for UK, Italy and French markets while at the same time commissioning and creating content in multiple languages.
Product messaging for "Verified Dealer" - launched in several EMEA markets
Web page for new product "Verified Listing" - this formed part of the GTM plan for the new product across several EMEA markets.
Emotive messaging development
Email sign up sequences
Improved, more emotive brand messaging. This messaging lead to an increase in email CTR
Updated branding
Car & Classic supplied 70 British classic cars to celebrate Queen Elizabeth II's Platinum Jubilee at Windsor Castle on June 4, 2022. The cars represented each year of the Queen's reign and were displayed along the Long Walk.
Brand messaging
This video was created to promote the Car & Classic marketplace to non-trade sellers.
The messaging pillars were created by surveying our customers and others that had never used our site to sell before. I asked a range of qualitative and quantitative questions to build a picture of what sellers wanted from an auction platform.
Events
Platinum Jubilee
25,000 people attended a car show organised by Car & Classic for the Queen’s Platinum Jubilee.