Pep Boys

The Challenge

DRIVE SALES

Pep Boys’ characters Manny, Moe & Jack have been around since the 1920s, and still feature heavily in branding. Pep Boys had a mission to use the iconic characters to engage “DIY Proud” customers, deepen their loyalty, and ultimately drive in-store and online sales.

The Execution

CONNECT WITH TARGET AUDIENCE

• Build customer-centric engagement cycle
• Connect with and motivate car-savvy consumers
• Develop user-generated content series on social for “Ride of the Month”
• Identify “Do-It-Yourself Proud” consumers and use robust targeting
• Produce “connected” social content

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The Results

THE MOST SUCCESSFUL CAMPAIGN TO DATE

“Ride of the Month” averaged a cost-per-engagement 6 times lower than the average for all other engagement campaigns purchased by Pep Boys. It resulted in over 30,000 likes, 1,500 comments and 2,800 shares, making it the highest-engaged post in the page’s history. To date it’s garnered over 3 million total paid impressions, with each individual post reaching an average of over 119,000 unique users.

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Using vintage illustrations of Manny, Moe & Jack and other classic memorabilia in our direct response creative — which ran in conjunction with “Ride of the Month” — we were able to decrease cost-per-website visit by more than 40%, increase CTR by more than 18%, and see an astonishing 716% return on ad spend.