How do you make spark plugs exciting to younger DIYers?
By bringing back a fan-favorite mascot — and turning her into a full-on digital personality.
Autolite, a supplier of spark plugs and ignition wire sets for automotive professionals, came to DeanHouston with a challenge: reach a younger, tech-savvy audience and shift
brand perception from dated to dynamic.
The answer? Autolite Annie — reimagined, reenergized and ready to connect.
Challenge
Autolite’s product line — spark plugs and ignition sets — is strong. But the brand wasn’t breaking through with younger DIYers. Their goal was to increase awareness and connect in a way that felt authentic, engaging and fun.
We needed a strategy that would entertain and educate — one that made car maintenance feel cool again.
Strategy
We brought “Annie” back to life — turning a legacy brand icon into a modern, relatable content creator. The new Autolite Annie wasn’t just a mascot — she was an influencer, a teacher and a personality.
- ✅An Instagram account built for storytelling and tips
- ✅ Interactive web hub: Autolite Annie’s Garage
- ✅ Regular content drops with Annie sharing maintenance know-how and behind-the-scenes insights
- ✅ Live engagement events to build community and excitement
Everything was tailored to younger DIYers — using the tone, platforms and media they respond to most.
Growth
The campaign accelerated faster than expected:
- 🚗 Nearly 700,000 impressions at launch
- 🚗 135% increase in new users to Autolite.com
- 🚗 1,500+ opt-ins to the Autolite Annie website
- 🚗 51% growth in Annie’s Instagram following in Q1
- 🚗 24% additional growth in Q2
By blending social media savvy with useful, approachable content, Annie became a bridge between brand and audience — and a magnet for engagement.
Takeaway
When brands show personality, audiences respond. Autolite didn’t just get noticed — they got followed, shared and talked about.
By leaning into character-driven storytelling and immersive digital experiences, DeanHouston helped Autolite energize a new generation of DIYers — one spark at a time.