BARRY EPSTEIN

In an effort to reach younger, tech-savvier consumers, we created a campaign for Twitch, the streaming platform for gamers. Rather than just plaster some CarGurus value props on a few banners and call it a day, we really tried to speak to the audience in their own language. I'll be the first to say that I'm no gamer (unless the game is "Who wore it best?"), so in an effort to learn said language, I spent hours watching live Twitch chats and googling every gamer term I didn't know, no cap. (See what I did there?) This resulted in what I believe to be the most fun and engaging copy we’ve used in my time at CarGurus. Fortunately, I’m not the only one who thinks so. These banners outperformed our best-ever click-through rates by 70-80%.