Motorway.com sought to engage and build trust with their audience by showcasing the success stories of real customers. They needed a content strategy that addressed key pain points—such as the anxiety of selling a car and worries about getting a fair price—while promoting the ease and financial rewards of using their platform. Additionally, they wanted to maintain consistent, branded messaging across multiple channels, while ensuring that each platform—from YouTube to Instagram—was optimised for engagement and conversions.
Motorway Helping Motorway connect with their audience.
The Challenge.
The Solution.
We approached the project by conducting a thorough content audit of Motorway’s existing activity, identifying strengths, opportunities, and quick wins. Our Creative Chemistry® session helped uncover emotional drivers and customer concerns, allowing us to shape a narrative that focused on humanising the brand.
We then developed a suite of content, including six customer story films, a supercut, and social media versions. Each piece of content told the real, authentic stories of customers selling their cars with Motorway - highlighting the process, the positive experiences, and the financial results. These stories were not only emotive but also educational, showcasing how easy, secure, and rewarding it is to sell through Motorway.
Beyond video production, we also recommended key strategies to enhance Motorway’s YouTube and social presence. This included optimising content for SEO, creating a cohesive content plan across platforms, and utilising TrustPilot testimonials to counter negative reviews and build brand trust.
“Motorway.com has a great story to tell—one that resonates with car owners at a deeply emotional level. Our goal was to capture that feeling of relief and delight, while also demystifying the process of selling a car. By focusing on real customer stories, we helped Motorway connect with their audience in a genuine, human way, creating content that doesn’t just inform, but inspires confidence and trust.”
Alex Lawrence, Director | Clearhead
