Creating Consistent Content - Roadster

We chronicled a restoration process to show a product line’s applications.

Challenge

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, one of the things we’ve continued to do with the brand is provide engaging content that further demonstrated what DIYers could do with Dupli-Color. Out new challenge was to come up with a source of engaging content that empowered DIYers to use Dupli-Color products to do what they love.

Ideation

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 set of vehicles. The series would be released episodically, building anticipation for the next step. For our second video series, we followed builder Jordan Graham as he restored a mid-50’s “diner hopper” styled Roadster & a 1947 EL Harley-Davidson Knucklehead.

Execution

For this series, we went on the road and partnered with a young builder — Jordan Graham — who had achieved some notoriety for rebuilding roadsters in his garage in Solvang, CA. We 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 bikes over time. Jordan fed us with the footage and we put each video together back in Akron. 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.

View our other Dupli-Color Video Series:
1969 International Scout 800
1979 Chevrolet El Camino
Daily Driver Series