DC SPORTS

DC Sports was founded as a manufacturer of automotive performance products focused on compact Japanese car makes and models. Over the years, this brand developed unique application-specific products including headers, intakes, and exhausts which gained popularity amongst automotive enthusiasts. In the mid-1990s, DC Sports became the brand of choice for car enthusiasts in California.

Amazon Brand Store, Social Media, Email Campaigns

PROJECT OVERVIEW:

DC Sports wanted to redesign their brand store on Amazon to appeal to the younger audience. Given its rich heritage and strong roots in the 1990’s, the brand sees this as an important part of their strategy to remain relevant in the constantly evolving world of automotive aftermarket industry. This was a new challenge for us as we aim to refresh the decade-old DC Sports branding. I took ownership of the project and led the creation of the new DC Sports style guide. I collaborated with the brand’s Product Manager as well as our Amazon strategist on this project from beginning to end. 

SOCIAL MEDIA POSTS

SPECIFIC TASKS

  • Identify target audiences and develop brand design strategy approaches based on current design trends in the automotive aftermarket parts category

  • Present design proposals to product manager and eCommerce team, explaining design philosophies and approach using concrete evidence

  • Put forward transition plan and strategy to ensure a smooth implementation across all customer touchpoints

  • Assist in the execution of content transition plan within online marketplaces, social media, and email campaigns around the brand’s new visual direction

  • Assess impact of new Brand Store and benchmark key performance indicators (KPI) performance against previous version

BRAND STORE REVAMP

HOME

CATEGORIES

GALLERY

RESULTS

  • sales

    Sales increased by 34% within the brand store, while overall sales within the brand also increased same period same period year-over-year

  • engagement

    Page views per visitor rose by 45% through higher in-store engagement and visit duration same period same period year-over-year

  • Shopping Journey

    New brand store sections received strong interest and helped in increasing page views per visit. Pages displaying products by make/model/year were frequently visited

  • Traffic

    Organic traffic increased by 26% while paid traffic dropped by 60% as paid advertising efforts halted due to brand acquisition

EMAIL CAMPAIGNS