CHALLENGE
An automotive manufacturer and distributor of OEM and custom wheels, was looking to expand beyond traditional distribution channels and establish a stronger direct-to-consumer (DTC) presence. While our client had strong products and brand credibility within the automotive market, its existing digital infrastructure was not designed to support scalable online sales growth.
The transition to a DTC model introduced several challenges. Our client needed to increase online revenue while also building broader brand visibility in a highly competitive aftermarket automotive space.
At the same time, customers shopping for wheels often conduct extensive online research before purchasing, making it critical to appear consistently across search, shopping, and social platforms throughout the buying journey.
They needed more than isolated campaigns. Our client required a connected e-commerce growth strategy capable of driving immediate sales while building long-term brand awareness and customer acquisition momentum.
SOLUTION
Fratzke led a full DTC e-commerce overhaul designed to transform digital marketing into a scalable revenue engine. Key initiatives included:
- Building and launching a full-funnel paid media strategy across Search, Shopping, Paid Social, YouTube, and retargeting
- Restructuring digital campaigns to support both performance-driven conversions and upper-funnel brand growth
- Optimizing product visibility through Google Shopping and high-intent search campaigns
- Implementing retargeting strategies to re-engage shoppers and recover lost purchase opportunities
- Aligning creative, messaging, and campaign structure around the customer buying journey
Rather than focusing solely on short-term transactions, the strategy balanced immediate revenue generation with long-term brand expansion. Each channel was designed to work together to increase visibility, improve conversion efficiency, and establish a sustainable DTC acquisition system.
RESULTS
The new strategy generated more than $2 million in new online revenue within the first 12 months, validating the automotive OEM’s shift toward a direct-to-consumer sales model.
Beyond revenue growth, our client established a scalable online sales channel capable of supporting continued expansion. Paid media campaigns consistently drove qualified traffic while strengthening overall brand awareness and recognition across the automotive aftermarket space.
