Filtering out the nonsense with a no-nonsense kind of guy

increase in sales through primary online retailer
increase in sessions and page views
‘Shop Now’ clicks on primary online retailer

9/1/17 – 6/30/18 over prior period

FRAM is about as old as the automobile. But to a younger generation of DIY’ers it wasn’t top of mind. We wanted to harken back to the brand’s earlier days and draw inspiration from the tagline that built the brand, “You can pay me now or pay me later.” Enter Frampa. He’s old and wise, and ready to help out modern guys.

The Idea

Because we were targeting people who do things for themselves, we developed Frampa to encourage them to not just get the job done, but get the job done right. No need to be too cheap or too flashy when a little elbow grease and a good value will do. Because that mentality is usually handed down from an older mentor we knew Frampa would connect with the next generation and become the ultimate Millennial influencer.

How it Worked

It started by casting the right Frampa. By casting a beloved character actor, we were able to bring a bit of cachet to the role and buy ourselves those precious seconds in the pre-roll world. In order to cost-effectively and efficiently meet Millennial oil change DIYers where they consume the most media, we leveraged an all-digital strategy that pulled different digital media levers to build awareness, drive traffic to fram.com to engage with content, and drive sales, online and in-store. As a result, we saw increases in website sessions and specifically ‘Where to Buy’ page views. We also saw marked increases in sales and ‘Shop Now’ clicks on the FRAM’s primary online retailer website.