To compete with the increase in new car purchases, we had to remind America that used cars maintained with NAPA parts can run as well as new cars. And without a huge car payment.

Our idea: create a stereotypical new-car campaign, complete will all the automotive advertising clichés, for three of the most “used” cars we could find already listed for sale on Craigslist. We even created a display inside a shopping mall — a spot usually reserved for new, luxury vehicles.

The videos instantly spread across social media and the cars sold immediately, reminding America that even old cars can drive like new.

Campaign production kicked off by reaching out to dozens of Craigslist posts offering very used cars for sale — under $1,500 each. Once three owners agreed to participate, we filmed three commercials in three different locations in a single day. Once the films were complete, we helped the cars’ real owners create new Craigslist posts, this time with sexy photos and videos produced by NAPA. When the posts went live on Craigslist, we drove traffic to the Craigslist posts by playing our videos in YouTube pre-roll and promoted posts on Facebook. Although the cars sold almost immediately once posted organically to YouTube, paid media support was staggered over three weeks. Each week featured a different car.

• 3.54 million views in three weeks (46% above campaign goal)

• 23.66 million total impressions

• 10.21 million earned impressions (43% of total impressions)

• Compared to 2015 averages, we drove 1,687% more shares, 2,085% more post comments

• 3 sold cars