Work / WIX Filters

We love engines.

Challenge

The leading premium filter brand, WIX Filters wanted to increase market share by forging an even deeper connection with customers who shared their passion for automotive performance.

WIX - We love engines!

Advertising

Grounded in insights, our campaign reinforced the technical superiority of WIX Filters and the ultimate protection they provide while getting to the heart of the matter with a simple mantra: “We Love Engines!” The campaign was aimed at converting audiences including technicians/installers, counterpersons and consumers into brand advocates.

WIX We Love Engines ad
WIX We Love Engines ad
WIX We Love Engines ad
WIX We Love Engines ad

Digital Design & Development

A refreshed online platform allows loyalists to share their love of engines and select the right filter for their vehicle, and a mobile-optimized microsite provides easy access to sweepstakes and promotions.

wixfilters.com / wixgarage.com

Online Video

Working closely with WIX-sponsored motorsports teams and media partners to better connect with loyal brand followers, we developed a series of videos that shared why teams, drivers and others “loved their engines.” Fans can watch the videos and connect with others to share their love of engines on social media channels.

Brand Experience & Activation

Public relations and social media content focused on a variety of story angles to continue building brand awareness. PR initiatives ranged from pitching and media interviews to trade shows and promotional events. Utilizing a strong combination of NASCAR, NHRA, and Global RallyCross giveaways, commemorative die casts, and autographed team/driver donations, we increased social media engagement and elevated connections with loyal brand advocates.

As WIX celebrated its 75th anniversary, an on-site event generated strong media coverage and social media chatter. The WIX Hummer H2 and 75th anniversary Ford Coupe crisscrossed the United States, attending more than 250 customer events, helping to promote the brand, product lines and customers’ sales events.

Sponsorships

Working closely with WIX and outside council, we provided assistance in their ongoing motorsports sponsorship program by helping to screen, evaluate and negotiate sponsor partnerships through a formalized RFP process.

Richard Petty Motorsports logo
Michael Waltrip Racing logo
Earnhardt Racing logo
Richard Childress Racing logo

Results

WIX Filters has seen increases in market share each of the past six years, and sales have surpassed $200 million. Public relations garnered more than 365 million impressions last year, while social media engagement more than doubled.

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