CASE FILE — NORAUTO DESAFÍO SEGUNDA MANO
Category Perception Reframing · Multi-Platform Creator Campaign
How Norauto turned second-hand car anxiety into entertainment — and earned 700K+ organic reach without a single traditional ad.
CASE FILE: N. REMIS — LEAD INVESTIGATOR
I've Watched Campaigns Die Up Close.
This Is What I Learned.
Not a theory borrowed from a textbook. Not a framework built in a vacuum. Sixteen years of being in the room when marketing campaigns succeeded, failed, and sometimes died for reasons nobody on the team could name.
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How Norauto Made Second-Hand Car Buying
Watchable — and What 700K Organic Impressions Tell You About Consumer Trust
Second-hand cars. A category built on risk, suspicion, and boredom
for younger Spanish audiences. One creator. Four platforms. A forensic breakdown of how category perception reframing works when it's done with operational precision rather than creative optimism.
Client
Norauto Spain
Location
Spain — Norauto workshop (IRL) + multi-platform digital
Industry
Automotive Retail / Second-Hand Vehicles
Campaign Type
Live IRL Twitch streaming · Multi-platform creator integration · Gamified challenge mechanics · Cross-channel content distribution
Creator
Guanyar
Service
Campaign Coordination (The Morgue)
THE CONTEXT
Second-hand car buying has a perception problem that predates the internet and has been amplified by it. For younger Spanish audiences — the demographic living on Twitch, TikTok, and YouTube — the category sits at the intersection of three psychological barriers: risk (what's actually wrong with it?), deception (what aren't they telling me?), and boredom (why would I care about this right now?).
Traditional automotive advertising addresses none of these directly.
It shows clean cars, confident families, and open roads. It works for new vehicle purchase consideration. For second-hand, where the audience's actual concern is about hidden problems and untrustworthy sellers, aspirational imagery is the wrong tool entirely.
Norauto needed to reach a younger audience that had opted out of
traditional automotive advertising and needed a reason to believe that second-hand buying could be transparent, reliable, and — critically — interesting enough to pay attention to.
The Desafío Segunda Mano was the answer. Not a campaign about second-hand cars. A challenge built around them — with a creator
the audience already trusted, in a format the audience already consumed, on platforms the audience already lived on.
THE CHALLENGE
Category perception reframing is one of the hardest problems in marketing. Changing how an audience feels about a transactional, anxiety-laden category requires more than reach — it requires sustained exposure to evidence that contradicts the existing belief.
A thirty-second ad cannot do that. A single influencer post cannot do that. What can do it is an extended, authentic, interactive encounter with the category in a context that removes the anxiety — which is exactly what a live IRL stream from inside a Norauto workshop achieves when it's done correctly.
The specific execution challenge was Guanyar's IRL stream at the workshop: a live broadcast with no edit, no script, and no second take, conducted in an environment — a car repair workshop — that is inherently unglamorous and operationally unpredictable. Everything that happened in that workshop during the stream was visible. Every question answered, every process shown, every mechanic interaction was content that either built or eroded trust with the 23K unique viewers watching.
That required coordinating the workshop environment, the brand team, the creator, and the production logistics to a standard where the live experience could carry the weight of being the evidence rather than just talking about the evidence.
The multi-platform challenge was equally precise: the same core story — second-hand cars aren't what you think — needed to work as a Twitch IRL stream, a YouTube long-form video summary, a TikTok short-form clip, and Instagram collaborative content simultaneously, each calibrated for the different audience relationship with the same material.
THE INVESTIGATION
Scope
✦ End-to-end campaign coordination across all four platforms — from creative approvals and brand alignment through influencer management, production logistics, and post-campaign content distribution
✦ Guanyar integration across all campaign touchpoints:
— Twitch stream mention (25K+ views, 15K unique viewers): brief, format, brand integration, timing
— IRL workshop stream at Norauto (44K+ views, 23K unique viewers, 4.2K peak concurrent): on-site logistics, workshop coordination, live production oversight, real-time brand alignment during broadcast
— Social content briefing and approval across TikTok and Instagram for campaign reinforcement assets
✦ Norauto workshop environment preparation and coordination:
aligning the physical space, staff, and processes to function as live broadcast content that demonstrated transparency rather than just claimed it
✦ Multi-platform content strategy and distribution:
— Instagram: 1 collaborative post + 2 stories (challenge announcement + winner highlights) → 132K Stories impressions, 10K+ post likes, 1,399 comments
— YouTube: full-length video summarising the IRL experience and second-hand car buying process → 163K views, 2.5M impressions, 36.4K watch hours
— TikTok: short-form campaign reinforcement content → 333K views, 16K likes
— Twitch: two-stream campaign structure (mention stream + IRL workshop stream) → 44K+ combined views
✦ Giveaway and audience participation mechanics:
challenge structure design, winner selection coordination, and audience engagement management across platforms during and after live broadcasts
✦ Timeline, deliverable, and communication management across the brand team, creator, and production partners — ensuring all assets published on schedule and all platform commitments met without coordination failures
Role: Project Manager (covering lead PM during leave)
KEY FINDINGS
01 —
Transparency is a content strategy, not just a brand value. The Norauto workshop IRL stream worked because it showed the process rather than describing it. Every second-hand car anxiety — hidden damage, undisclosed problems, untrustworthy mechanics — was addressed by making the workshop environment visible in real time to 23K unique viewers simultaneously. That's not a marketing message about transparency. It's transparency as a production format. The distinction is what makes the audience believe it rather than evaluate it.
02 —
A creator's audience is borrowed trust, not purchased reach. Guanyar's 4.2K peak concurrent viewers weren't watching a Norauto advertisement. They were watching a creator they already trusted, in a setting they didn't expect, doing something that surprised them. The brand's presence was credible because the creator's presence was already credible. Managing that integration — ensuring the brand narrative was present without overriding the creator's authentic voice — is the operational discipline that keeps borrowed trust intact.
03 —
Long-form content is the evidence; short-form is the signal. 163K YouTube views and 36.4K watch hours mean the audience that needed convincing stayed long enough to be convinced. The TikTok and Instagram content drove discovery; the YouTube video did the actual perception work. A multi-platform campaign that treats all formats as interchangeable misunderstands what each platform is for. Coordinating them as a sequential persuasion journey — signal, then evidence — is what produced the combined 700K+ organic reach without paid amplification.
THE RESULTS
Operational delivery: All deliverables published on schedule across four platforms. IRL stream produced at Norauto workshop without reported technical or operational incidents. Creator integration consistent with brand messaging throughout. Giveaway mechanics executed without issues.
Long-term impact: The campaign successfully repositioned Norauto within a younger Spanish audience that had no prior relationship with the brand — and more significantly,
demonstrated that second-hand car buying could be transparent, interesting, and worth 36.4K hours of someone's time.
For a category defined by anxiety and avoidance, that's not a media result. It's a behaviour shift. And it happened entirely through organic reach — without a single paid amplification investment supplementing the creator and platform strategy.
700K+
Combined organic reach (all platforms)
163K
YouTube views
2.5M
YouTube impressions
36.4K
YouTube watch hours
333K
TikTok views
16K
TikTok likes
132K
Instagram Stories impressions
10K+
Instagram post likes
1,399
Instagram comments
44K+
Twitch IRL views
23K
Unique Twitch viewers
4.2K
Peak concurrent Twitch viewers
WHAT THIS MEANS FOR YOU
This campaign succeeded because the anxiety the audience felt about the category was treated as the brief, not as an obstacle to route around.
Instead of minimising the risk perception, the activation addressed it directly — by making the thing people were anxious about visible, live, in real time, with a creator they trusted as the guide.
That's a consumer psychology decision before it's a creative one. And it required operational coordination precise enough to make a live workshop broadcast the primary evidence for a brand claim about transparency.
If your category carries psychological barriers that traditional advertising hasn't moved — or if your brand is trying to reach an audience that has already opted out of your category entirely — that's a diagnosable problem.
Let's find out what's actually standing between your audience and their willingness to engage.
The Beliefs That Built This Business
Belief 1
Conversion problems are psychological problems wearing a technical disguise.
Brands spend thousands optimizing button colors and testing headlines while the real cause of death — invisible cognitive friction, trust collapse, loss aversion triggers — goes completely unexamined...
Belief 2
Most marketing research tells you what customers say. Consumer neuroscience tells you what they do.
There's a gap between what people report in surveys and what they actually do...
Belief 3
Operational experience is not optional for a marketing consultant.
You cannot diagnose a campaign you've never had to deliver...
Belief 4
Honest findings are more valuable than comfortable ones.
I will tell you what's actually killing your conversions — not what's easiest to hear...
PRIOR INVESTIGATIONS — FIELD RECORD
The Work Before The Consumer Autopsy
Before building a forensic investigation consultancy, there were 16 years of campaigns, projects, and client relationships. Here's what that actually looked like.
€2.6M
Earned media value
KitKat LFL Esports
84M+
Total impressions
Single campaign
275%
ROI
SEAT x MAD Lions
84K
Unique Twitch viewers
Kia x LoL Series
The Evidence
PUMA · LG · KITKAT · MAGNUM · SANTANDER · KIA · FOOT LOCKER · SEAT · GARNIER · GEN.G · NORAUTO · MOUV' · DEL ARTE ·
Both projects explore the same core question from different angles: how do different brains process information, make decisions, and find meaning?
The Other Investigation
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In 10 Months:
1.32M
Pinterest impressions
50%
newsletter open rates (industry average: 21%)
250+
Email Subscribers
100%
Steady passive revenue through digital products
THE DETECTIVE BEHIND THE AUTOPSY
THE PROBLEM I KEPT SEEING
For almost four years, I managed the execution of marketing campaigns for brands like PUMA, LG, KitKat, Seat and Magnum as a Senior Project Manager at an international esports and gaming consulting agency. Timelines, budgets, influencer activations, social campaigns, film productions - I coordinated it all.
And I had a front-row seat to something nobody talked about: campaigns that were perfectly executed, delivered on time, within budget... and still didn't convert the way they should. The creative was strong. The targeting was right. The execution was flawless. But somewhere between the first touchpoint and the final conversion, customers disappeared.
THE QUESTION NOBODY WAS ASKING
I worked across esports, gaming, healthcare, finance and tech over 16+ years in customer experience and project management. Different industries, different brands, different budgets. Same pattern. Same cause of death. And in almost every post-mortem, the conversation went the same way: "Let's test a new headline". "Maybe the claim is wrong". "We need more traffic".
Nobody was asking the right question: why are customers behaving this way?
CASE FILE: N. Remis
10+
Global
Brands
Across
Europe
&
APAC
3
Languages: French, Spanish & English
16+ Years in
Customer
Experience
What to Expect
Three honest statements about how I work — no platitudes, no agency language, no promises I can't keep.
01
I will tell you what I find — not what you want to hear.
If your campaign is failing because of a fundamental positioning
problem, I'll say so. If the issue is a single friction point
fixable in 48 hours, I'll say that too.
The investigation determines the answer — not the budget, not
what's easiest to implement, not what protects anyone's ego.
You're paying for a forensic diagnosis, not reassurance.
02
I work remotely, globally, and asynchronously.
Based in Gijón, Spain. Fluent in Spanish, French, and English.
Eight years managing remote projects across Europe, APAC, and
the Americas taught me how to communicate clearly across time
zones, cultures, and languages without losing precision.
Remote work isn't a limitation. It's how I've delivered €2.6M
earned media campaigns and coordinated teams across six continents.
03
I'm building this in public.
The Consumer Autopsy is new. I'm not going to pretend otherwise
or hide behind corporate language that obscures the timeline.
What I bring: 16 years of real operational experience, rigorous
training in consumer psychology, and a genuine obsession with
understanding why customers behave the way they do.
If that's what your business needs — let's talk.
THE DETECTIVE BEHIND THE AUTOPSY
WHAT I ACTUALLY BELIEVE
I believe most marketing fails at the psychological level, not the executional one. Customers don't abandon carts because your checkout has too many steps. They abandon because something triggered loss aversion, created decision fatigue or broke the trust you spent weeks building. The friction is invisible which is why it's so dangerous.
And I believe the only way to fix it is to stop guessing and start investigating. Treat every conversion problem like a forensic case. Follow the evidence. Find the cause of death. Prescribe the exact fix.
WHY I WENT BACK TO STUDY
I spent years on the execution side wondering why no one was studying the psychology behind what I was seeing. So I did. Consumer Neuroscience & Neuromarketing at Copenhagen Business School. Market Research & Consumer Behavior at IE Business School. Google UX Design and Data Analytics certifications.
The more I studied, the more I recognized the patterns I'd been watching for years - finally explained by the science. The Consumer Autopsy is what happens when 8+ years of managing campaigns from the inside meets the psychology of why they live or die.
WHAT THIS MEANS FOR YOU
When you work with me, you're not getting a theorist who's read the textbooks but never managed a real campaign. You're getting someone who has coordinated the timelines, chased the assets, sat in the client calls, watched the KPIs drop and then went back to study the psychological mechanisms behind all of it.
That combination - operational experience plus behavioral science - is exactly what forensic marketing investigation requires.
CASE FILE: N. Remis
10+
Global
Brands
Across
Europe
&
APAC
3
Languages: French, Spanish & English
16+ Years in
Customer
Experience
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