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 - Industry
Nomination Sub Category: Marketing Campaign of the Year - Automotive - Aftermarket
 Nomination Title: Two Campaigns, One TRP Takeover
- 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:
6/1/2024
- 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 201 words used.
Truckers are the backbone of our industry, and for them to keep running smoothly, they need reliable, affordable parts. That’s where PACCAR Parts comes in, facing the challenge of meeting that critical demand. With their TRP aftermarket parts brand, they have the perfect opportunity to stay ahead of the competition.
Our goal is to help PACCAR grow its market share in this highly competitive space. In the short term, we focus on driving sales through programs and boosting loyalty sign-ups, building a stronger customer base for future growth.
As part of celebrating TRP’s 30th anniversary, we set out to increase sales, loyalty sign-ups, and reward redemptions during the slower summer months of June and July 2024. This evolved into two campaigns: “The Big Deal” and “Amplified Offers.” These were multi-channel promotions designed to spark sales and engagement through personalized, meaningful CRM experiences.
For the mid-year push, we wanted the campaign to 1) visually stand out and 2) encourage both sales and repeat visits for TRP. By analyzing past redemption and offer data, we crafted an email and rewards strategy that tied into TRP’s 30-year history. Members who redeemed three out of 19 TRP offers were rewarded with a $30 reward.
- 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 247 words used.
The Big Deal was a month-long, multi-channel campaign in June 2024, with a strategic rebrand across customer-facing channels including email, in-store displays, social media, SMS, and website takeovers, all designed with a unified look to maintain consistency.
Alongside The Big Deal, we launched Amplified Offers, kicking off an 8-week sales push with new deals released every week to boost loyalty sign-ups and redemptions. These offers featured the lowest prices ever advertised, and we know from past experience that deeper discounts drive more engagement. In fact, during a March 2024 campaign, we saw a 33% year-over-year increase in CRM-influenced sales and a 73% lift in redemptions.
We teased the campaign through social media, email, SMS, and website content, driving 10x higher engagement and a 13% boost in redemptions for those who clicked on the teaser.
Email continues to be our top sales driver, with customers spending 99% more than those who don’t engage with email. Our strategy was built around a thematic content calendar that kept audiences engaged throughout the campaign. We used modular email templates, dynamic content, and strategic segmentation to retain engagement and avoid email fatigue.
To measure success toward our objectives of driving sales, loyalty sign-ups, and reward redemptions, we set ambitious targets to hold our tactics accountable as the campaign progressed.
- Paid Media Member Sign-ups: 538
- Member Email Active Click-Through Rate (CTR): 7.6%
- New Website Users: 44,000
- First-Time Redeemers: 4,365
- Repeat Redeemers: 53,700
- Special Reward Qualifiers: 80
- Reactivated Members: 76
- 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 218 words used.
Our Big Deal and Amplified Offers campaigns were a huge success, driving a 30% YoY increase in redemptions for June and July. CRM-influenced redemptions grew by 35% YoY during the same period, and overall, we saw a 239% YoY increase in combined CRM-influenced sales for those two months.
We also exceeded several key goals for The Big Deal in June 2024:
- Paid Media Member Sign-ups: 150% of goal
- Member Email Active Click-Through Rate (CTR): 104% of goal
- New Site Users: 131% of goal
- First-Time Redeemers: 106% of goal
- Repeat Redeemers: 106% of goal
- Special Reward Qualifiers: 589% of goal
- Reactivated Members: 104% of goal
A key factor in this success was refining our email audience segments. After week two of the campaign, we adjusted our targeting to focus on the most engaged users, and it paid off. In week three, our emails had the highest click-through rate (CTR) of the campaign at 13%, ultimately achieving a 7.9% CTR, surpassing our goal of 7.6%.
The Amplified Offers campaign alone led to 140K offer redemptions, a 41% increase in loyalty parts offer redemptions, and drove a retail lift of $8.4 million.
When it came to our loyalty program, June and July were standout months, with 14,916 new sign-ups, representing a 59% increase compared to last 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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