U-Pull & Pay

Rebuilding a car is a lot like rebuilding a brand. That’s why we gave U-Pull & Pay a strong alignment of target, communication parameters, and a big idea to propel them to record breaking in-store visits and ad engagement.

The Results

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In sales in the first year of the new brand campaign

What we did:

Audience Research + Insights

Audience Segmentation + Targeting

Persona Development

Market Assessment

Brand Strategy & Development

Digital Transformation

National Creative Campaign

Loyalty Program

U-Pull-&-Pay’s revival wasn’t just about cars but rebuilding their brand. By aligning targets, insights, and a powerful idea, we drove record in-store visits and ad engagement. Our strategy uncovered unique insights, paving the way for emotional connections, a nationwide ‘Keep The Drive Alive’ campaign, and a website overhaul. The result: 112% ad recall lift, 431% YOY Facebook traffic increase, and 35% more web form submissions, transforming a junkyard into something remarkable.

Human Insights.

Audience research gave us the human insights we needed to create a breakthrough communication strategy powered by brand planning, strategy, analytics and creative for the underdog of a junkyard with a regional portfolio of locations.

We discovered brand distinction among junkyards was very flat – giving U-Pull the opportunity to really stand out within the category. We also found our audience trusted each other more than brands, paving the way for U-Pull to create an emotional connection with customers by letting them feel like experts and ambassadors. Finally, we learned our audience wanted to be as self-sufficient as possible, which meant that U-Pull could win them over by providing the resources they needed to make their jobs easy.

Digital Transformation.

In refreshing the U-Pull website, we transformed it into a one-stop content resource for everything our audience needed, including an easy inventory search, a cross-referencing system for thousands of parts, and tons of DIY tips on everything from blown head gaskets to failing alternators – giving a huge boost to brand affinity along the way. We also fine-tuned their VIP Club to reward a growing group of U-Pull brand loyalists.

National Campaign.

Using these insights as fuel, a series of creative brand executions across multiple mediums by a governing campaign mantra: Keep the Drive Alive, which celebrates the spirit of U-Pull-&-Pay’s audience. The centerpiece of our “Keep the Drive Alive” campaign was a series of national television commercials, supplemented with print, outdoor, digital and social content, all with a highly distinctive visual style.
Together, our national video commercials helped generate a 112% increase in ad recall lift rate, 431% YOY increase in non-paid Facebook traffic and a 35% increase in sell your car web form submissions.

Activations and Loyalty Program.

To activate the new creative campaign, we deployed tactics like social media, OOH, connected TV, POS collateral, apparel, and more to help each unique persona interact with the brand in ways they never had before. We also developed an SEO and content strategy for the brand and engaged in paid media on Facebook, Instagram, Reddit, YouTube, Google Ads, Google Display, and Google Discovery.

The “Keep the Drive Alive” campaign gave the brand a solid foundation to introduce new programs like Parts Perks Texts (loyalty and marketing automation), Recruitment and Event-Based Marketing.

The Results

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Users

Connected to U-Pull-&-Pay’s online properties

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Page Views

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Inventory Searches

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Store Vists

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Increase

In mobile traffic

0 %

Increase

In mobile traffic

0 %

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In sales in the first year of the new brand campaign