Autolite, a supplier of spark plugs and ignition wire sets for automotive professionals, reached out to DeanHouston for a creative solution to increase brand awareness. The main objective was to stand out from the competition by improving how younger DIYers perceived the brand. With a DeanHouston strategy, Autolite was ready to shift into the next gear.
By taking “Annie,” a previous brand mascot, and redefining her with a new educational spin, DeanHouston created an influencer to promote Autolite’s expertise and personality in tandem with the brand. But reaching a younger audience required more than just a tune-up. DeanHouston designed and created an Instagram account as well as Autolite Annie’s Garage, an interactive web experience stocked with vehicle maintenance tech tips. Both platforms, tailored for a younger audience of DIYers, would allow Annie to share her life, educate, interact with fans and host special events. With Autolie Annie ready and revived, the campaign was prepared to launch.
The campaign was more than a success. With nearly 700,000 impressions during the launch, new users on Autolite.com increased by 135%, and opt-ins to AutoliteAnnie.com increased by 1,500 new users. The followers on Autolite Annie’s Instagram account increased by 51% within the first quarter after launch and an additional 24% in the following quarter. By using social media and an interactive web experience, DeanHouston created a virtual space where a younger audience of DIYers can ignite their passion.