How do you effectively market thousands of vehicles across an ever-growing number of digital channels - without draining your budget or overburdening your team?

Six months ago, Rosanna Hansford was asking herself these questions. As Head of Paid Media at Motorpoint - the UK’s leading independent retailer of nearly new and used cars - her role is to advertise their impressive inventory and reach new buyers on platforms like Meta, Google and Auto Trader.

"Digital marketing is an attention economy where you've got seconds to engage audiences" Rosanna told us. "At Motorpoint we’re always looking for ways to push the boundaries in our creative and test new strategies. As a small internal marketing team, we’re constricted by time and resources so we need to be strategic about where we focus our efforts.”

"It was a no-brainer"

After some initial discussions with the Phyron team, Motorpoint decided to go for our Paid Ads solution. Rosanna’s team were already activating Meta’s Automotive Inventory Ads in-house, so there was no need for support in this area. Instead, Motorpoint was looking to test and innovate with new creative:

“When undertaking research for a new creative partner, Phyron jumped out as a unique solution that I couldn’t see anyone else on the market doing. Having a tool on hand that could help us create and test dynamic, social first creative at scale was a no-brainer."

The onboarding process was straightforward, meaning Motorpoint could begin creating and testing their new ad creatives quickly. In Rosanna’s own words, “It was simple and quick – almost as if Phyron was working as an extension of our in-house team.”

Six months down the line, we’re pleased to say that the partnership has gone from strength to strength with Motorpoint seeing improvements in multiple areas.

Ad production almost 200 times faster

Speaking about the impact of our AI-powered ads, Rosanna told us “With it being so easy to use Phyron technology at scale, we can promote the thousands of different cars we have in stock at any given time." 

“As a used car retailer, our stock mix changes daily meaning we need to be able to reprioritise the makes and models we’re advertising quickly. Phyron allows us to strategically swap out vehicles quickly and have new ad creative ready to go in a matter of minutes.”

The partnership has enabled Motorpoint to utilise video to promote specific makes and models – something that would have been time prohibitive historically.

Motorpoint predicts that it would have taken approximately two working days for its in-house design team to create like-for-like video assets to promote individual makes and models. However, with the help of Phyron and its AI functionality, something similar can be produced in as little as five minutes – effectively giving Motorpoint the ability to produce ads almost 200 times faster than if they were to do it manually. You can find an example of one of those video ads below.

Increased leads, reduced costs and a bigger digital footprint

Once the ads were created, Rosanna and her team began testing their new assets across various marketing channels. The picture was positive and proved that Phyron’s ads had a significant impact, including:

✔️ 60–80% increase in leads from high-intent actions such as inquiries and calls, with customers remembering the creative and returning to convert.
✔️ 30% reduction in cost-per-thousand impressions which enabled Motorpoint to reach more people for less, significantly cutting down costs on social media platforms.
✔️ An expanded digital footprint amongst younger audiences fueled by the fresh mix of video ads and imagery, which successfully expanded Motorpoint’s presence with optimised ads.

Driving Motorpoint’s digital marketing into the future

Speaking about the Phyron experience so far, Rosanna shared the following thoughts:

“With the car-buying process increasingly taking place online we need to be in front of audiences in a more visual, digital-first way to help drive them onto the forecourt later down the line. 

Phyron has given us the tools to meet this need and is leading the way in digital innovation in the automotive space.”

Thanks Rosanna, we couldn't have put it better ourselves!