{"id":9237,"date":"2025-02-16T22:25:25","date_gmt":"2025-02-16T22:25:25","guid":{"rendered":"https:\/\/leapgroupnetwork.com\/?post_type=work&p=9237"},"modified":"2025-02-16T22:25:25","modified_gmt":"2025-02-16T22:25:25","slug":"u-pull-pay","status":"publish","type":"work","link":"https:\/\/leap.staging.ribbitt.com\/leap-group\/work\/u-pull-pay\/","title":{"rendered":"U-Pull & Pay"},"content":{"rendered":"\t\t
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U-Pull & Pay<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\tRebuilding a car is a lot like rebuilding a brand. That\u2019s why we gave U-Pull & Pay a strong alignment of target, communication parameters, and a big idea to propel them to record breaking in-store visits and ad engagement.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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The Results<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Increase<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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In mobile traffic<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Increase<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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In conversion rates<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Increase<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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In sales in the first year of the new brand campaign<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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What we did:<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Audience Research + Insights<\/p>

Audience Segmentation + Targeting<\/p>

Persona Development<\/p>

Market Assessment<\/p>

Brand Strategy & Development<\/p>

Digital Transformation<\/p>

National Creative Campaign

Loyalty Program<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t\t\t\t\t\tU-Pull-&-Pay\u2019s revival wasn\u2019t just about cars but rebuilding their brand. By aligning targets, insights, and a powerful idea, we drove record in-store visits and ad engagement. Our strategy uncovered unique insights, paving the way for emotional connections, a nationwide \u2018Keep The Drive Alive\u2019 campaign, and a website overhaul. The result: 112% ad recall lift, 431% YOY Facebook traffic increase, and 35% more web form submissions, transforming a junkyard into something remarkable.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Human Insights.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Audience research gave us the human insights we needed to create a breakthrough communication strategy powered by brand planning, strategy, analytics and creative for the underdog of a junkyard with a regional portfolio of locations.

We discovered brand distinction among junkyards was very flat \u2013 giving U-Pull the opportunity to really stand out within the category. We also found our audience trusted each other more than brands, paving the way for U-Pull to create an emotional connection with customers by letting them feel like experts and ambassadors. Finally, we learned our audience wanted to be as self-sufficient as possible, which meant that U-Pull could win them over by providing the resources they needed to make their jobs easy.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Digital Transformation.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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In refreshing the U-Pull website, we transformed it into a one-stop content resource for everything our audience needed, including an easy inventory search, a cross-referencing system for thousands of parts, and tons of DIY tips on everything from blown head gaskets to failing alternators \u2013 giving a huge boost to brand affinity along the way. We also fine-tuned their VIP Club to reward a growing group of U-Pull brand loyalists.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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National Campaign.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Using these insights as fuel, a series of creative brand executions across multiple mediums by a governing campaign mantra: Keep the Drive Alive, which celebrates the spirit of U-Pull-&-Pay\u2019s audience.\u00a0 The centerpiece of our \u201cKeep the Drive Alive\u201d campaign was a series of national television commercials, supplemented with print, outdoor, digital and social content, all with a highly distinctive visual style.
Together, our national video commercials helped generate a 112% increase in ad recall lift rate, 431% YOY increase in non-paid Facebook traffic and a 35% increase in sell your car web form submissions.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Activations and Loyalty Program.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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To activate the new creative campaign, we deployed tactics like social media, OOH, connected TV, POS collateral, apparel, and more to help each unique persona interact with the brand in ways they never had before. We also developed an SEO and content strategy for the brand and engaged in paid media on Facebook, Instagram, Reddit, YouTube, Google Ads, Google Display, and Google Discovery.<\/p>

The \u201cKeep the Drive Alive\u201d campaign gave the brand a solid foundation to introduce new programs like Parts Perks Texts (loyalty and marketing automation), Recruitment and Event-Based Marketing.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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The Results<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Users<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Connected to U-Pull-&-Pay\u2019s online properties<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Page Views<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Inventory Searches<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Store Vists<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Increase<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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In mobile traffic<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Increase<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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In mobile traffic<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t
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\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
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Increase<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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In sales in the first year of the new brand campaign<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

U-Pull & Pay Rebuilding a car is a lot like rebuilding a brand. That\u2019s why we gave U-Pull & Pay a strong alignment of target, communication parameters, and a big idea to propel them to record breaking in-store visits and ad engagement. The Results 0 % Increase In mobile traffic 0 % Increase In conversion […]<\/p>\n","protected":false},"author":40,"featured_media":9354,"menu_order":0,"template":"elementor_header_footer","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"class_list":["post-9237","work","type-work","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/leap.staging.ribbitt.com\/leap-group\/wp-json\/wp\/v2\/work\/9237","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/leap.staging.ribbitt.com\/leap-group\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/leap.staging.ribbitt.com\/leap-group\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/leap.staging.ribbitt.com\/leap-group\/wp-json\/wp\/v2\/users\/40"}],"version-history":[{"count":0,"href":"https:\/\/leap.staging.ribbitt.com\/leap-group\/wp-json\/wp\/v2\/work\/9237\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/leap.staging.ribbitt.com\/leap-group\/wp-json\/wp\/v2\/media\/9354"}],"wp:attachment":[{"href":"https:\/\/leap.staging.ribbitt.com\/leap-group\/wp-json\/wp\/v2\/media?parent=9237"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/leap.staging.ribbitt.com\/leap-group\/wp-json\/wp\/v2\/categories?post=9237"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}