Fuel For Legends: Kelley Blue Book 100 Year Centennial Campaign
To celebrate Kelley Blue Book’s 100th anniversary, the challenge was not only to honor its legacy but to reposition the brand for the next generation of car buyers. I led audience and competitor research, synthesizing insights from market analysis, case studies, and a ninety six response Gen Z survey to shape Fuel for Legends, a year long 2026 campaign built on edutainment, influencer and user generated storytelling, comedic relatability, and experiential activations. The result positioned Kelley Blue Book as both a century old authority and a culturally relevant trusted guide for future drivers.
Client:
Kelley Blue Book
Role:
Market Analyst
Year:
2025
Platforms Used:
Illustrator, Photoshop, Figma, Google Slides, Google Forms, Google docs
Fuel for Legends was designed as a year long brand experience that blended education with entertainment to make car buying feel accessible, transparent, and culturally relevant for Gen Z audiences. Through influencer partnerships, user generated storytelling, comedic short form content, and in person activations, the campaign transformed Kelley Blue Book’s credibility into participatory moments that invited young drivers to share their own car stories while reinforcing the brand’s role as a trusted decision making guide.
Turning Insights Into Impact
Primary Research Powered The Foundation of Fuel For Legends
We distributed a survey that generated 96 qualified responses, giving us a strong base of direct audience insight. The questions were designed to uncover behaviors, motivations, media habits, and purchase drivers beyond surface opinions. After synthesizing the results with secondary research and affinity mapping, those responses translated into 155 unique data points. This shifted our strategy from assumption to evidence and grounded the campaign in real audience truth.
How Did Research Strengthen the Strategy?
96
QUALIFIED SURVEY RESPONSES
155
UNIQUE DATA POINTS IDENTIFIED
Using insight-driven strategy to guide OOH, Social, and Experiential Activations across the campaign
Refreshed Branding
We refreshed the branding style to feel cleaner, more modern, and more aligned with how today’s drivers expect a trusted automotive guide to show up across digital and social touchpoints.
Introducing Kelley
We personified Kelley in our social campaign because the research showed that our audience responds most to brands that feel human, approachable, and present in their everyday lives. Survey insights and behavioral data both pointed to a desire for guidance that feels conversational rather than corporate, making a personified brand voice the most natural way to build trust and relatability.
OOH / Activations
Process Book: