The Brand:
An automotive parts and accessories retailer whose business operates from over 70 facilities across four continents with more than 5,000 employees. The company is known for its wide range of products, industry partnerships, and charitable donations.
The Challenge:
The retailer’s CMO felt strongly that the brand needed to expand beyond mid- and lower-funnel marketing strategies and begin running awareness campaigns. However, proving the efficacy of upper-funnel tactics is notoriously difficult – and expensive – and the company’s board was skeptical. The CMO and his team needed a way to prove that investing in awareness could increase sales and drive business growth.
