Project Vehicle Content Series to Engage Target Audience

We helped Dupli-Color consistently connect with their target audience of automotive DIYers by creating engaging content from the rebuild of a 1979 Chevrolet El Camino — well, half of it anyway — all in our Content Studio.

Challenge

Our engagement with the Dupli-Color — a leading brand of DIY automotive paints — is going on its 20th year. Over the years, we’ve helped them with a number of different initiatives from product launches, packaging redesign, SEMA/AAPEX booths, promotions, and much more. When we began working with Dupli-Color in 1999, one of our first projects was a complete brand refresh. It was then that the “Yes You Can” messaging began, which was later followed by its extension “Yes You Can – In Your Garage”. This messaging really empowered the Do-It-Yourselfers who were actually using Dupli-Color’s products and established a deep connection with the brand.

Since that time, the challenge that we’ve met head on was to continue to develop engaging content that allowed the brand to deepen their connection with these DIYers by not only demonstrating what DIYers could do with Dupli-Color products but also encouraging and empowering them to use Dupli-Color products to do what they love.

Ideation

One of the things we knew from the start was that automotive DIYers are hungry for how-to content that helps them complete projects efficiently and successfully. So we conceptualized a content series that followed the complete restoration of a single vehicle. The series would be released episodically, building anticipation for the next step. For our first video series, we would restore 1979 Chevy El Camino — we’ll we restored only half of the El Camino so that viewers could see the difference that Dupli-Color products could make by comparing right down the middle.

Challenge

We had developed a custom set in our Content Studio in 2011 – The Dupli-Color Garage – with the thought that we could continue to develop content over time. We rolled the El Camino into the Dupli-Color Garage and, armed with every available product in the line, restored the it to its former glory. We earned incredible engagement on social media by allowing DIYers to vote on the style and parts we used on the vehicle.

Check Out the Entire Series Below

NOTE: Please forgive the quality — this entire series was shot and edited in 2007 (before the advent of HD)