While many category competitors leaned directly into auto enthusiasts, our strategy identified a niche cross-section of several sub-demographics we called, “Life on Wheels.” This meme-and-culture-rich audience gave us a foundational insight to build the brand’s social voice.

Using pop culture staples such as ‘Simpsons’ references, classic meme formats, and “life hacks,” all framed within the brand lens, we created an ongoing voice with a distinct perspective of fun, yet dependable.

The goal was to develop prevention-based messaging that established top of mind awareness about a brand product that needs to be requested specifically by the consumer. Cultivating a maintence-mindset ensured we could capture our audience outside the crisis, increasing the chance of the consumer having full control over brand preferences.

The campaign was ideated and executed in phases:

• Launch phase - An initial flight of materials was created specifically to launch the page and establish the brand’s new Instagram presence.

• Weekly cadence - Post-launch content was developed on a weekly basis, two weeks ahead of the proposed posting date, with time allotted for weekly client reviews, one round of feedback, and final delivery ahead of the post-scheduling deadline.

• Paid flights - Periodic creative features for paid promotion to expand the engagement and reach of our highest performing content.

Media relevance was prioritized over sophistication of design, creating a diverse and relatable visual palette that helped define the category of brand-driven “clean memes.”

At an organic cadence of at least three posts per and two stories per week over a 12 week run, we established a presence, personality, and trajectory for the page to flourish. These posts were supplemented with two-week paid flights of our highest performing organic creative.