GM Coachwork: #BuiltAroundYou

How do you build trust around one of life’s most important purchases?

For people searching for wheelchair accessible vehicles (WAVs), choosing the right provider is about much more than the vehicle itself. It’s about trust, service and finding a company that understands individual needs.

GM Coachwork wanted to raise awareness of its customer-first approach and demonstrate how accessibility and personalised support set the business apart.

The Challenge

GM Coachwork is known for supplying wheelchair accessible vehicles and providing tailored support to customers throughout the buying process.

The challenge was to increase awareness of the brand while highlighting its commitment to accessibility, customer service and real-world vehicle experiences. Rather than relying on traditional advertising, the campaign needed to build credibility through authentic stories and lived experience.

What We Did

As an influencer-led agency, we partnered with disabled creators across lifestyle and accessibility communities to share genuine experiences with the brand and its wheelchair accessible vehicles.

We launched a 21-day Meta paid social campaign designed to drive awareness and reach new audiences interested in accessibility, travel and independent living.

Audience Strategy

Our targeting approach combined two audiences:

• Interest-based audiences, including disabled people, caregivers, occupational therapists, frequent travellers and professionals working within assisted living spaces.
• Influencer lookalike audiences, built using retargeting and creator data to extend the reach of authentic content to users more likely to engage.

Creative & Messaging

Content focused on real stories and first-hand experiences with GM Coachwork, showcasing everything from wheelchair accessible vehicle trials to the relationships customers build with the team.

Using a mix of video and static creative, the campaign highlighted:

• Accessibility-first service
• Personalised customer support
• Real-world WAV experiences
• Authentic feedback from disabled creators

We also conducted A/B testing on short-form and longer-form videos to understand which format delivered stronger engagement and audience retention.

Why It Worked

The campaign combined the credibility of disabled creators with a data-driven paid media strategy.

By centring lived experience and authentic storytelling, the content built trust and resonated with audiences looking for practical accessibility solutions. Meanwhile, audience optimisation and creative testing ensured the campaign continually improved performance throughout its duration.

The result demonstrated how influencer marketing and paid social can help accessible brands reach highly relevant communities and drive meaningful engagement.

Results

The campaign delivered strong performance, with the full budget invested and all targets exceeded.

By combining creator-led storytelling with audience optimisation across Meta platforms, we successfully increased awareness and demonstrated the value of an accessibility-first approach.

The campaign highlighted the power of authentic representation and data-driven media strategies in connecting with disabled consumers and those seeking wheelchair accessible transport solutions.