NAPA found itself at a crossroads. “Know How” had been the personality of the brand for over a decade, but in an age where people can find expertise on TikTok, “Know How” wasn’t differentiating enough, and lacked the emotional connection our audience was hungry for. NAPA lost relevance with drivers and lost ground against the competition. The time had come for a jumpstart.
Through extensive research, we learned that keeping your car on the road isn’t actually about parts - it’s about getting to the destination you’re excited to experience. So we transformed NAPA from positioning itself as a parts company to positioning itself as a mobility company focused on the possibilities of the road ahead. With that, we centered the brand purpose on helping people “Boldly Go” toward their passions.
And to help bring “Boldly Go” to life, we needed to find a way to not only demonstrate the evolution of NAPA from a parts retailer (and a brand that only appealed to gearheads) to a steward of every automotive passion, resonating deeply with the hearts and minds of a more diverse mix of automotive enthusiasts and interests.
By focusing the NAPA Instagram (and broader social presence) as a destination for car enthusiasts, we aimed to create a content-rich space that celebrated the diversity of car culture.
“Igniters” is a multipart docu-series that taps into the shared passion our audiences have for all things automotive, showcasing the people (and places) who push the industry forward—the trailblazers, trendsetters, and icons who embody the spirit of “Boldly Go.”
The series showcased the multifaceted nature of car culture and featured profiles on:
- Patrice Banks: A true industry revolutionary who has become a vanguard for female empowerment in automotive care as the founder of Girls Auto Clinic. With “Igniters”, we documented how she's rewriting the rules of business ownership, championing female empowerment and automotive education.
- Chase Elliott: A relentless force in NASCAR who has carved his own legacy in an already legendary family; we highlighted his rise as the sport's most popular driver, inspiring fans and racers alike with his dedication to the sport.
- Bryan Fuller: A popular craftsman in the custom car world, Fuller creates rolling art. His “Igniters” segment showcased the imaginative process behind his award-winning builds, and how his ethos of “Dream BIG, Build Strong, and Ride Hard” comes to life.
- Faye Hadley: An accomplished technician and TV host known for her work on MotorTrend TV. We worked to showcase her unique approach to auto repair and her inspiring journey in the automotive industry.
- Javier “Shorty” Ponce: The visionary behind Shorty’s Custom Garage who has a demonstrated talent for creating custom cars, bringing artistry to automotive design. In “Igniters,” we delved into his design process and cultural journey.
- Dennis Collins: Dennis Collins is a Jeep legend and world-class collector. We gave our audience a peek into his world and the experiences that have shaped the Jeep restoration landscape.
- Chris Dunlop aka “Pinstripe Chris”: A renowned automotive artist who turned his passion into a profession. In “Igniters,” Pinstripe Chris blends car culture and art through a unique creative process.
- Sandy Avila and the Lady Lowrider Club: Sandy Avila created an inclusive community for female lowrider enthusiasts. We explored how the club's relevance and story underscore the changing dynamics in SoCal car culture.
- Craig Hunter: An engineer, entrepreneur, and stunt driver, Craig's expertise in creating safer filming techniques for car stunts has been transformative; in "Igniters" we illuminated the unseen aspects of stunt driving and its role in the entertainment industry.
- The Petersen Automotive Museum: A museum that is a haven for car enthusiasts and automotive history. We gave fans of NAPA a behind-the-scenes look at the museum's operations and the stories of the iconic vehicles it houses.
With each feature, we showcased the passion, drive, lessons, achievements, and the impact they have on car culture.
"Igniters" has been more than a content series—it’s been a strategic pivot towards making NAPA an aspirational brand for all who are moved by the love of cars, igniting a passionate community and redefining what it means to be a modern automotive brand.
By tapping into passionate niche communities, vibrant personalities, and rich storytelling, "Igniters" has made a significant impact in the broader NAPA strategy to transform the brand and celebrate the diversity of automotive culture:
- In 2023, the “Igniters” series reached over 1MM different accounts on Instagram, expanding NAPA footprint into new audiences.
- The content deeply resonated with our target audiences, garnering nearly 1.5MM total views, and almost 5,000 shares and saves across Instagram.
- It also worked to help grow the NAPA Instagram following, leading to a 32% spike in followers in 2023.
"Igniters" is a powerful testament to NAPA Auto Parts' innovative approach to brand storytelling, demonstrating how connecting with diverse voices and niche communities not only enriches content but also expands audience reach – ultimately supporting the brand’s efforts to help others “Boldly Go.”
