Company: PACCAR Parts
Nomination Submitted by: FCB Chicago
Company Description: PACCAR Parts is the global provider of aftermarket parts and services to support Kenworth, Peterbilt, DAF and TRP dealers around the world. This includes 18 distribution centers globally that support 2,200 dealerships and over 1,000,000 customers.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Branded Content Campaign of the Year
 Nomination Title: A Milestone Year: TRP’s 30th
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
1/1/2024
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 245 words used.
PACCAR Inc. is a global technology leader in the design, manufacture, and support of premium trucks under the Kenworth, Peterbilt, and DAF brands. Among PACCAR’s many offerings is their proprietary all-makes aftermarket part brand, TRP. Since its introduction in 1994, TRP has built a reputation for providing reliable, high-quality parts for all makes and models of trucks, trailers, and buses. 2024 marked the 30th anniversary of TRP’s global presence. We saw an opportunity to create a yearlong anniversary campaign reflecting the brand’s core values: trust, reliability, and proven performance. TRP’s 30th anniversary was a global celebration of the brand’s expansive range of trusted all-makes products. This milestone recognized the past, present, and future evolution of the TRP brand as a reliable high-value choice. It looked forward to the growth of the TRP retail and service network and celebrated the strength of industry partnerships. It also offered a unique opportunity to highlight proven results and success across the TRP retailer network to build brand awareness and equity, as well as increase customer loyalty.
Throughout 2024, we capitalized on several opportunities to highlight the TRP 30th anniversary across our channels, celebrating the milestone while increasing our customer base and, in turn, driving brand loyalty. It's our goal to build off these channels to fortify TRP’s brand position for future growth in a competitive market. In the short term, success has been measured by program sales and prospect acquisitions, ultimately expanding our loyalty base to drive future purchases.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 248 words used.
The TRP 30th Anniversary campaign was an expansive multichannel initiative that spanned 2024. While the campaign included a variety of touchpoints, email and social media offered the greatest opportunities to market the TRP brand. Ultimately, the goal was to drive awareness of TRP, with success reflected in year-over-year increases in sales and engagement. Our past performance in CRM-influenced sales and social engagement provided a clear benchmark to guide our efforts in driving growth.
To keep our audience engaged throughout the year, we strategically designed our content calendar around exclusive promotional events and high-value product information series. During the months of March and June, we launched two separate month-long email campaigns. These campaigns were crafted to spotlight the brand’s expansive product offerings and deliver deeper discounts on TRP parts. We utilized advanced personalization and segmentation strategies to deliver tailored messages to our target audience, creating a seamlessly engaging customer experience.
We also drove engagement, on social, through video content that celebrated TRP’s history and core value propositions. Throughout 2024, we promoted a yearlong social series called “Product Profiles.” This video series showcased real PACCAR Parts employees, talking about the features and benefits of TRP products. This sparked excitement on the ground level, among TRP retail store employees. To get in on the action, TRP retailers started filming their own content, which resulted in a dealer contest video series. This initiative, fueled by creativity and competition, generated buzz and placed TRP at the center of conversation across social channels.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 171 words used.
As a result of our TRP 30th Anniversary campaign efforts, we significantly exceeded the year-over-year sales and engagement growth benchmarks we had set. In March 2024, our TRP-branded email campaign drove a 33% increase in CRM-influenced sales compared to March 2023. Similarly, our TRP-branded takeover campaign in June generated an impressive 156% increase in CRM-influenced sales compared to June 2023. Overall, our CRM touchpoints resulted in a 155% increase in CRM-influenced sales from 2023 to 2024.
Additionally, our long-form social content gained strong traction, with the testimonial video generating 412,233 total views and 715 engagements—driving a 322% increase in engagement rate compared to the 2024 average. The TRP Product Profiles and Dealer Contest Profiles short-form content contributed to a 38% increase in engagement rate over the 2024 average, generating a total of 272,767 video views and 17,591 engagements. Collectively, these three video initiatives resulted in 933,262 total organic impressions, a 5% increase from 2023. In total, organic engagements increased 39% in 2024 compared to the previous year.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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