Autotrader
Mumsnet shifted intent, sentiment and confidence in Autotrader
“Partnering with Mumsnet was the perfect way to reach families seeking guidance on buying or selling a car to suit their needs. We aimed to build awareness of our valuations tool and increase consideration for Autotrader. The partnership increased intent, sentiment and trust in the tool.” - Autotrader, 2026
Buying or selling a car is one of the most considered decisions a family makes and it's rarely a whim. It's triggered by life itself: a new baby, an upsize, a house move, a separation. At those moments, parents don't just buy, they research, ask and compare.
Our partnership with Autotrader met them in exactly those moments, combining trusted editorial, community conversation, product testing and precision-targeted advertising across both sides of the journey, from choosing a family car to selling one on.
The results: a measured shift in behaviour, with intent to use Autotrader up +13pp and positive sentiment up +19pp, alongside 12.7m impressions, targeted audiences delivering CTRs well above display benchmarks, and editorial content that beat every KPI.
Download the case study below to see how we did it.
