Caroline Apel
LLumar
The Client:
Some of the bougiest cars you’ve ever seen have a premium protection you didn’t even know you were looking at. LLumar is the known for their paint protection film (PPF) that every car guy dreams of being able to afford. Their PPF, along with their window tint, have become a worthwhile investment for people who love their car – and I mean really love their car.
Influencers
The Task:
LLumar wanted to make every dollar count. While content creators helped us fill their feed, they still wanted to expand their audience. They were looking for a way to get more car fanatics to know about their brand.
The Execution:
We found the perfect influencers that balanced a love for car culture with an aspirational lifestyle. Our first connection was Will Collet (a.k.a. Billco). The biggest benefit we got from Billco was the ability to collaborate on all our posts, so we could tap into his audience.
Our goal with him was to send him off to dream driving destinations and have him put the strength of their PPF to the test. I wanted his dialogue to feel authentic to him, so I wrote him script outlines to help him tell the story in his own voice. Before he started shooting, I made sure to go over all the thing legal would and would not let us stay – chemical company legal teams are no joke. Once all we finalized all the videos, I wrote the captions for organic social and social ads.
The Art Car
The Task:
The Specialty Equipment Market Association (SEMA) is a massive auto show for the biggest names in the auto industry. LLumar wanted a show-stopping booth activation that could create even more epic content (no pressure).
The Execution:
This is where our second major influencer comes into play – Stefan Kunz. While an illustrator may not seem like the obvious choice for a car company, we’d been inspired by his videos where he draws on unconventional surfaces. We knew we’d have a scrolling-stopping concept if we let him draw on a $500k Ferrari protected by LLumar PPF.
I wrote the scripts for each video concept planned for the week – culminating into the climax of the series where (we were pretty sure) the paint would be unharmed when we took the PPF off. We brought Billco back to serve as the host, and kept the same script style as our previous series. As the content was being made at SEMA, I crafted the caption copy to get that content up ASAP.
The Results:
This series was a massive success at SEMA and on the LLumar social channels. In total, our videos received over 4 million impressions – drastically expanding our typical audience and introducing the brand to Stefan Kunz follower base.
Social Media Posts
The Task:
Big, flashy cars are the name of the game in the PPF and window tint industry, but sourcing cars with the product installed and getting quality content can take a lot of time (and $$$). Social media posts are a great way to educate consumers on the product category and establish aspirational-brand status, but sourcing supercars isn’t as easy as it sounds (shocker).
The Execution:
I worked with my team to find content creators with a modest following within our key markets. After finding the perfect crew of photographers and video creators (and approximately 1 million Dodge Charger photos later), we connected them with certified installers who had the connections to hook us up with poster-worthy cars. Sadly my Prius did not make the cut.
Once we received the assets from our creators, I organized the content I wrote captions on captions on captions. The client was big on starting conversations, tapping into car culture, and hitting key selling points. I’m basically a car guy now, right?