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 mid-50’s “diner hopper” styled Roadster & a 1947 EL Harley-Davidson Knucklehead
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.
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 creating a new content series every year that followed the complete restoration of a single vehicle to demonstrate the difference that Dupli-Color products could make. Each series could be released episodically, building anticipation for the next step. For our 2nd Series (our first was 1/2 of 1979 Chevy El Camino) series, we partnered with a young builder — Jordan Graham — who had achieved some notoriety for rebuilding roadsters in his garage in Solvang, CA to rebuild mid-50’s “diner hopper” styled Roadster & a 1947 EL Harley-Davidson Knucklehead.
We went out to California and set up Jordan’s garage with our equipment — and every product in the Dupli-Color line — so he could document various steps of his rebuild of the Roadster and the bike over time. Jordan fed us with the footage and we put each video together back in Akron. We also got Jordan and the Dupli-Color brand onto the PowerBlock on Spike for a feature interview with Courtney Hansen. We earned incredible engagement on social media by allowing DIYers to vote on the style and parts Jordan would use to restore the Roadster and the Harley and then we even invited a bunch of them to the big reveal at SEMA in Las Vegas. Once again, we were able to provide our target audience with rich content that would not only engage them but also help them achieve great results with our client’s products.