Advance Auto Parts is a leading automotive parts supplier that serves motorsports fans, professional installers, car enthusiasts, and do-it-yourself mechanics alike. It's Advance Auto Parts' mission to provide personal vehicle owners and enthusiasts with vehicle-related products and knowledge that fulfills their wants and needs at the right price. Advance’s friendly, knowledgeable, and professional staff will help inspire, educate and problem-solve for their customers. Advance needs your help coming up with clever and engaging concepts for social media that attract viewers to shop at Advance Auto Parts by driving awareness that the automotive tools, parts, knowledge, and services are available from Advance online and in person.
The main interest here is to come up with creative social video concepts that keep the conversation going beyond the basic product post, and that drive viewers either into the storefronts or Advance's social channels for all their automotive needs. We're primarily looking for live-action concepts that would play well for 9x16 social videos, and more traditional in-feed videos that might work without sound. Concepts that are repeatable or could support a series format are highly encouraged - whether they're a format that you can do over and over again or a series on a specific subject - although we're certainly open to standalone concepts too, so if you've got a good one-off concept, you should still send it in. The key challenge is considering how you can make car parts exciting in an organic, authentic, entertaining, and even educational way, and ensure it plays well specifically on either their Facebook channel or their Instagram channel.
We're looking for more than the typical product- and employee-centric content that they've done in the past. We are looking for social-forward trends and formats that go beyond basic how-to content, general product promotion, or testimonial, so share out-of-the-box concepts that push the limits and capture attention - although let's avoid anything too unrealistic or celebrity-focused, and while we're at it, you can probably avoid generic influencer-style testimonial stuff too. Part of the way you might drive people to stores is by leveraging specific products, so while, again, we don't want product promotion videos here, using a product or in store brand (like Diehard) to drive someone to the store could work well. With that in mind, consider that the most popular products from Advance tend to be wipers, oil, brakes, batteries, and lighting. In terms of demographics, it's especially important that everyone feels comfortable shopping at Advance, whether they've been building cars for ten years, are just starting to drive, or don't even know where the engine's located.
For any questions or other project updates, check out the Project Forum.
EXPOSURE:
TARGET AUDIENCE: Car enthusiast Millennials and Gen Z
TONE: Clever, engaging, unique, memorable, unconventional, educational, fun
