Mark Malone - CRP

CRP Automotive – Inside the Brands Video Series

Client: CRP Industries
Skills: Branding, Social Media Advertising, Video Production

THE CHALLENGE

In 2015, one of CRP’s main objectives was to reach professional repair technicians (a.k.a. auto mechanics). A pretty simple objective. Except for the fact that professional repair technicians are a notoriously hard audience to reach, and their demographics vary greatly.

THE SOLUTION

Normally, the main goal of any new marketing campaign would be to sell more products. But not this time. The goal of this campaign was to differentiate CRP as the thought leader of the automotive parts replacement industry by providing the elusive target audience with useful information that they would want to receive on a regular basis.

After presenting a number of different concepts, CRP selected our idea to create a video series that focused on specific brands and products of interest to skilled technicians. And the CRP Inside the Brands video series was born. Sent out bi-weekly, these videos are written to engage, while providing useful knowledge directly to professional repair technicians. Highlighting specific brands and/or products, and delivered to our target audience via social media and email, these videos utilize the extensive knowledge of CRP product managers to share content and initiate discussions about topics that are relevant within the industry.

Sample Videos

THE RESULTS

When we launched the series, we created a YouTube channel to house all of the videos. Today, this channel has grown to more than 460 subscribers with 50,000 views and growing. Some videos have received over 2,000 views alone. Since the launch of the series, the Inside the Brands videos have also experienced a completion rate that’s 129% higher than the industry average (62% vs. 27%). Videos are emailed directly to professional repair technicians, generating a 30% open rate and a 20% click-through rate on average. We also post these videos on Facebook. Since the initial launch of Inside the Brands we have expanded the content of these videos to include brand snapshots, which take a deeper dive into the brands offered by CRP Automotive.

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COMPLETION RATE HIGHER THAN AVERAGE

VIDEO VIEWS & GROWING

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AVERAGE OPEN RATE

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AVERAGE CLICK THROUGH RATE

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