Project Vehicle Series to Engage Target Audience
We helped Dupli-Color consistently connect with their target audience of automotive DIYers with a content series designed to demonstrate how Dupli-Color products could help them restore, restyle, and protect their daily driver.
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. Normally, these content series featured a classic vehicle of some form (our first was 1/2 of 1979 Chevy El Camino), but for this edition, we decided to focus on the smaller jobs Dupli-Color products could help any DIYer (even those who weren’t “experts”) do to restore, restyle, and protect the cars they drive every day.
We had built a custom set in our Content Studio for Dupli-Color back in 2011 knowing that we would be continuously developing content for the brand. For the Daily Driver Series, we brought in TV personality Matt Steele — host of Truck U — to help demonstrate the various smaller projects that could help transform any vehicle — in this case, we used our own “daily drivers” for the projects. The shoot lasted three (3) days and we produced the ten (10) how-to videos within one (1) week thereafter — along with all the other content assets that would support our social media campaign. The content was a huge hit and helped the brand continue to establish and cement their connection with their target audience.