NAPA Auto Parts Campaign
Traditional Campaign. Digital Approach.
NAPA Auto Parts is one of the most well known brands in the country, indeed in many countries. Its brand is 90 years old, as of 2015. The backbone of the brand is the fact that most NAPA Auto Parts stores are independently owned and operated. Our task was to create a digital campaign that complemented our ‘traditional radio media campaign’ and geo-target our message around 92 individual NAPA stores in 4 States.
We employed the campaign during the Holiday season of 2014. Bear in mind that the holiday season isn’t necessarily the highest demand period for auto parts shopping. And the cost for share of voice is often the most expensive of the year. Using a creative message that directed consumers to a website housing a multiple page Holiday insert, we were able to achieve over 4 million impressions and close to 7,000 click-through’s in a two week period.
And although 7,000 click-through’s may not seem like many for 92 stores worth, remember that most NAPA stores are located in small town America. And most consumers will not be interested in ‘shopping’ an auto parts circular unless they need an auto part or chemical or something that is needed right now.
They knew they were clicking through to a sales opportunity. The cost Let’s just say the campaign was delivered for just over a dollar per click!
And the opportunity that helped achieve the results desired for most of the stores, increase sales, traffic and buzz.