Thursday, 7 April 2016

Brand Management: ChickDriven

The new website aiming to put female car buyers in the driver’s seat.
There is no doubt that the majority of content-based car websites are aimed at males, because everyone knows cars are a man’s game, right? Wrong, not any longer! Move over boys, ChickDriven has just rolled up and has beat you to the finish line.

For the first time, women have overtaken men on the road. With 80% of car buying decisions left up to us women, it is becoming increasingly important to get in the driver's seat when is comes to making those choices. To steer us in the right direction, the newest go to is company ChickDriven. As American #1 website for women, the company is leading the way to honest informative car reviews, advice about auto financing and insurance, along with other insightful tools we need for choosing the right car.

Ruby Davis, CEO and Founder of ChickDriven started the business venture in a response to her own experiences and frustration as a first-time car buyer.

“I purchased a car with all the glitz and glamour, thinking I had received an amazing package, but instead, was delivered with the basic package paying premium price. I think that car salesmen—MEN—see a woman and they assume it’ll be easy to take advantage of her, ChickDriven empowers women like me to make informed decisions about what car to buy and how much they should pay for it.” – Ruby Davis

Through exciting content based articles, cheeky videos and engaging social media campaigns, Ms Davis has successfully expanded ChickDriven from her base in Los Angeles to engage with consumers from all corners of the globe. The content available on is not only for women, but also written by women. Lets face is, whom better to market towards females than a female?

When is comes to purchasing decisions, particularly buying a car, it is important to understand that women have different priorities, objectives and challenges. With that being said, Davis states the importance of maintaining an authentically female touch point that further understands and acknowledges these differences. Offering content partnership opportunities, the site is also an effective way for automotive manufacturers to capture the attention of the all-important female market. ChickDriven’s adverting solutions include customized content creation to ensure that marketers’ messages are relevant and resonate with its audience.

Instagram: @chick_driven
Facebook: /ChickDriven

Lauren Musat
Current student in the Master of Marketing program at the University of Sydney Business School

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