The goal
Following a rebrand, FixMyCar's objective was to achieve market leadership in FY25 by defining a clear lead on category brand awareness & overall session share.
Our goal was to increase branded searches through their new name & overall session volume, raise brand awareness & consideration through a 3-month campaign.
What we did
Built a full-funnel strategy to drive awareness and demand
We structured activity to move users from initial exposure through to engagement and branded search. This ensured brand recognition was built early and reinforced before capturing intent.
Activated across channels aligned to user behaviour
Campaigns ran across Meta, TikTok, YouTube, Connected TV and programmatic display. Each channel was used to deliver messaging in environments where users were most receptive.
Structured audiences across the funnel
Audiences were segmented by intent, from broad reach at the top of the funnel through to retargeting engaged users and those showing on-site behaviour. This created a consistent journey from awareness to consideration.
Prioritised engagement quality over volume
We optimised towards meaningful engagement using a two-page view objective. This ensured traffic was higher quality and more aligned to genuine interest.
Optimised media mix based on performance
Budget was reallocated in real time based on performance signals. Strong results from YouTube TV led to increased investment in Connected TV, while lower-performing display activity was reduced.
Used brand and search lift to guide decisions
Brand and search lift studies were used throughout the campaign to measure impact on awareness, sentiment and search behaviour, allowing us to refine activity while live.
The outcome
The campaign delivered a step-change in brand awareness and consideration, with FixMyCar recording one of the strongest uplifts in the category and moving ahead of key competitors.
Search behaviour shifted significantly towards the brand, with increased volume and engagement demonstrating a clear move from generic intent to the brand.
Brand tracking further reinforced this, with FixMyCar outperforming competitors across trust, value and choice, establishing it as a leading brand in the market.
The campaign was recognised at the Paid Media Awards 2025, winning Best Integrated Strategy and Best Use of Video.
HOP took the lead on media planning, driving frequent optimisations that made every penny in the budget work hard and deliver in the most successful campaign for the brand in its history."
Ben Darby
Chief Operating Officer, FixMyCar
