How Pistonhead harnessed the power of its community

The question

If you know about cars, you’ll know about Pistonheads. It’s one of the UK’s most popular car sites, attracting more than 5m unique visitors each month. It’s a powerful opinion former and Haymarket was keen to make the most of this unique community.

Our approach

We looked at how the launch of two new Porsche 911 models played out across the lively forums. Our ability to read everything and find deep, reliable insights meant that we could show how opinions started and evolved, and see the influence their journalists had on the discussion.

The answer

These insights showed how powerful the community is in shaping opinion, which helped Pistonheads build propositions for the marques and their agency partners.