TRW Aftermarket Campaign

TRW Aftermarket Campaign

A perception-busting campaign that can run and run, and has already smashed industry expectations for what a B2B campaign can achieve in customer engagement and retail sales.

The Opportunity

TRW Aftermarket, one of the largest automotive part suppliers in the global aftersales market, wanted to increase sales by standing out as unique and premium in a B2B marketplace where customers perceived little differentiation among bland product-focussed campaigns, and where the phrase ‘original equipment quality’ had become so ubiquitous as a vague claim to product integrity that it had become meaningless.

The Solution

We gave TRW Aftermarket standout, premium credentials and a truly meaningful ownership of the word ‘original’ in the sector with the TRW True Originals campaign. The campaign focuses not only on parts but on the stories of the truly original people who make them, whose dedication to excellence is what makes TRW parts the best on the market. The campaign was an instant hit and, with each campaign led by a regionally relevant face from TRW Aftermarket, went global, crossing Europe, Asia and North America.

The Results

True Originals delivered results that smashed perceptions of B2B campaigns, redefining what was possible in the sector. Sales were up by over €9M in the first year. There were over 5 million targeted views of our campaign films on YouTube. We drove 4 million visitors to the TRW Aftermarket website. All email response rates on every metric were above sector average. Programmatic and search marketing via our Google partnership gave TRW Aftermarket access to 2 million apps and websites and served 270 million impressions to carefully targeted prospects. And from all the customers who engaged with the campaign, we built a marketing list to retarget prospects that’s now approaching 1 million.

A truly integrated, truly successful, truly original campaign.

This is just one of a series of campaigns created over many years’ partnership with TRW.


 

TRW Aftermarket Website

TRW Aftermarket Website

We created a new online presence from the ground up, building in a series of features that won TRW Aftermarket new audiences, increased sales and a coveted award.

The Opportunity

TRW Aftermarket, one of the largest automotive part suppliers in the global aftermarket, is a brand that offers an outstanding level of technical expertise and product quality. It wanted to increase sales by communicating this through a complete transformation of its digital platforms that would increase its customer base, encourage greater usage by customers old and new, and present TRW Aftermarket as the forward-thinking, technically expert business that it is.

The Solution

We transformed the entire TRW website, using UX testing and user profiling to inform the design of a new portal that was fully optimised for mobile, and easier to navigate, with smarter functionality, modern design and a completely new portfolio of photography. We created 40,000 words of new content in fifteen languages to engage customers across Europe. The site was optimised for SEO in every possible way, with elements such as the layout and site map optimised as well as locally specific search terms applied in every country.

The Results

In the first 12 months the TRW Aftermarket website generated €5.6M in catalogue sales. Users were up by 12%, total sessions by 44% and organic traffic by 18%. Mobile usage was up by 135%, with organic traffic up by 98% over industry average. Page dwell increased by 52%, proving the quality of the new content. These exceptional figures helped the TRW Automotive Aftermarket website win the European Excellence Award 2016 for best website, beating other big brands such as BMW and Bosch to this coveted prize.

 

TRW Aftermarket