The last two quarters have been solid for Carvana, especially this year’s second quarter. Earlier this week, Carvana reported a second-quarter net loss of $105 million—far better than the $439 million loss it reported a year ago. Plus, it struck a deal to cut its debt by $1.2 billion—a burden that has been hampering the company’s performance.
Carvana’s strategy for the new campaign is to drive brand awareness by emphasizing the simplicity of its process for buying and selling a car. Bell and Shepard will star in a series of spots that depict different scenarios of them buying a used car. These spots, which Carvana declined to share, will air nationally on TV, as well as run on digital and social platforms. The creative was done in-house, though production was outsourced to a third-party studio.
Online marketing is particularly important for Carvana given its online sales presence. Meta’s new Threads app—a competitor to Twitter—will be included as part of the new campaign’s media strategy, Keeton said.
