Sales grow 14% after 86 year-old brand breaks campaign with digital first strategy.
T H E C H A L L E N G E
Awaken a 86 year-old brand with eroding sales and use the campaign to inspire young DIY’ers to make FRAM their oil and air filters of choice.
O U R S O L U T I O N
Reset FRAM’s positioning to young DIY’ers as the brand trusted by their parents, uncles, neighbors and those who had been changing their own oil for decades, those with ‘Garage Wisdom.’ FRAM’s media strategy was also shifted from primarily television to primarily digital and social as we target a younger demographic.
R E S U L T S