Carmine
Building an online presence from the ground up.
BACKGROUND
Working with a brand new marketplace with big ambitions
Carmine entered the market as a brand-new player in the used auto marketplace—a highly competitive space dominated by established brands with years of experience. However, unlike Carmine, these other platforms primarily focused on the technical aspects of choosing a car, catering to an audience comfortable with mechanical jargon and specifications. Carmine recognized that there was a significant portion of potential buyers who felt overwhelmed by the tech-heavy approach and wanted a simpler, more approachable car-buying experience.
Additionally, Carmine faced challenges in standing out among the vast amount of content already produced by digital car publications and car manufacturers. These sources often emphasized technical specs and model comparisons, which didn’t resonate with more casual buyers. Carmine needed to break through this noise with content that would speak directly to less mechanically savvy consumers, helping them make informed choices without feeling intimidated.
In addition to addressing the needs of car buyers, Carmine also launched Carmine DServices, a suite of management services tailored for dealerships selling through their platform. Carmine DServices provided dealerships with tools and support to streamline their sales process, manage listings, and improve customer interactions on the platform, setting Carmine apart as a brand that supported both consumers and sellers. This dual approach allowed Carmine to strengthen relationships with dealerships, further differentiating itself from competitors.
CHALLENGE
Growing organically in a crowded space
Carmine faced the daunting task of establishing itself in a highly competitive digital marketplace, crowded with well-established players who had years of brand recognition and customer trust. Standing out with organic content was essential, but it meant competing against platforms that already dominated search results and had substantial credibility in the market. To make an impact, Carmine needed a unique content approach that balanced technical depth with accessibility.
One of the main challenges was to provide enough technical knowledge to help users make informed purchasing decisions without overwhelming them or resorting to the jargon-heavy style favored by competitors. Carmine’s target audience included buyers who weren’t necessarily mechanically savvy, so content had to be educational, digestible, and focused on clear, practical insights. At the same time, the platform had to stay adaptable to evolving customer needs and trends in mobility, such as the shift toward electric vehicles and the rise of car-sharing solutions, addressing these changes while remaining approachable.
Additionally, a core part of Carmine’s mission was to communicate the benefits of buying used vs. new, an area where buyer hesitation is common due to perceived risks around reliability and value. This meant that generating trust was critical, especially for a new portal dealing with one of the most significant purchases in people’s lives. Carmine had to build confidence in both the platform and the purchasing process itself, demonstrating that buying a used car could be a safe, smart, and rewarding decision.
SOLUTION
Content overhaul for increased engagement and trust
To jumpstart Carmine’s online visibility, we developed a comprehensive blog strategy focused on topics that would naturally attract drivers and car shoppers. With hundreds of well-researched articles, we created engaging, SEO-optimized content covering everything from practical car maintenance tips to current industry news and car model reviews. This library of articles provided readers with valuable insights and strengthened Carmine’s authority on automotive topics, which gradually began drawing qualified traffic from search engines.
Additionally, we designed a dedicated landing page for Carmine’s campaign in partnership with the National Association of Driving Schools. This campaign offered a compelling incentive: €500 in fuel for association members, employees, and students purchasing a used car through Carmine’s platform. By presenting a clear, attractive offer and directing this audience to a well-optimized landing page, Carmine was able to generate increased engagement and, in turn, customer conversions.
To support car dealerships, we built Carmine DServices’ website, a complete online management platform tailored specifically for automotive stands. It integrated critical tools for dealerships, covering vehicle management, document organization, web design, a multipublisher tool, and CRM functionalities. With a streamlined and user-friendly interface, DServices empowered dealership managers to handle the digital side of their operations efficiently. We approached this project from multiple angles, handling everything from platform development and design to content architecture and copywriting. To ensure users would fully understand and appreciate the value of Carmine DServices, we also created animated videos. These videos highlighted the everyday challenges that stand managers face and demonstrated how Carmine DServices simplifies their workflows by consolidating essential functions into one platform.
"“It was exciting to blend storytelling with technical details in our videos. We wanted viewers to feel empowered and informed, and knowing that our animations helped bridge that gap was incredibly fulfilling.”
Raquel Cruz, Project Manager, Articulate
RESULTS
A boost in search visibility and sales
Our content strategy quickly led to increased traction on Google, with Carmine’s articles gaining attention and clicks from a wide audience. Organic traffic to the blog grew tenfold in just seven months. More importantly, the blog became a trusted resource for automotive insights, helping the brand climb search rankings and drive more qualified visitors to their site.
The launch of Carmine DServices gave car dealerships a powerful suite of tools designed specifically for their needs. The platform was well-received, as dealership managers found themselves equipped to handle everything from inventory and documentation to online marketing with minimal effort. The animated videos were particularly impactful, simplifying the platform’s technical advantages and building confidence among users who were new to digital management systems.
