REESE'S BOOK CLUB X CARS.COMTL;DR
Built an integrated partnership between Reese’s Book Club and Cars.com that reframed car shopping around life’s next chapter — spanning original content, talent and experiential. The campaign drove 72M+ impressions, 64M+ views and significant lifts across consideration and intent.
THE CHALLENGE
Cars.com wanted to reach more women and build cultural relevance, moving beyond functional car-shopping messaging to create a stronger emotional connection.
THE APPROACH
We found common ground in the idea of “Your Next Chapter” — connecting the milestones that move women forward with the cars that help get them there.
We brought the platform to life through Next Chapter Chats, an original social series hosted by Danielle Robay featuring RBC authors and talent navigating their own life transitions. Cars.com was authentically woven into each story, with the campaign culminating in a live “Writing New Chapters” conversation at Shine Away.
THE RESULTS
72M+ Total Impressions (a 45M+ impression overdelivery)
64M+ Total Content Views
25 Point Lift in Purchase Consideration (2x industry benchmark)
20 Point Lift in Purchase Intent (1.3x industry benchmark)
Finalist in Branded Content Shorty Awards
MY ROLE
Partnership Architect
Marketing Lead
Creative Strategist
Talent Strategy/Contracting
Event Programming
Content Highlights
Experiential Highlights
HELLO SUNSHINE'S SHINE AWAY