In Q4 2024, the organic content I created and directed resulted in…

Numbers at a Glance

I’m not just a creator or executor of strategy - I am a results-driven leader who builds data-informed strategies from the ground up. While there are best practices and tactics that can be applied across the board, I treat each and every project as it’s own opportunity to grow and make the difference. With my decade of experience in creative management, I have consistently delivered transformational content and insights that are deeply connected to audience behavior and market research.

The balance of creativity and strategy has extended well into my work with NAPA and beyond as 2024 proved to be one of my most successful years to date. Whether it was content developed in tandem with our creative partners at NASCAR, Hendrick Motorsports, and the numerous agencies we partner with or content born and developed entirely within the in-house creative team, I have the data to prove my successful track record and the tenacious team to lead into success.

In Q4 2024, The NAPA Network’s Instagram page…

• Grew 121.7% in total views and impressions.

• Grew 180.4% in total engagements.

• Grew 808% in total accounts reached.

In Q1 2025, The NAPA Network’s YouTube page…

• Grew 412% in subscribers (from 8,300 to 42,500 as of April 30)

PROJECT CAR

A Case Study on Our Organic Social Series

A new initiative aiming to build awareness and foster a sense of community as well as strengthen the brand and customer relationships by engaging auto enthusiasts with educational, inspirational, and entertaining content.

Challenge:
NAPA sought to connect with seasoned auto enthusiasts, tech-savvy DIYers, and those just starting their journey into the automotive world through educational and entertaining content. The challenge was to craft a content strategy that increased brand awareness, demonstrate expertise, showcase products, and appeal to a diverse audience.

Strategy:
The series documents a car build and complete overhaul of older models from start to finish. This blends technical know-how with a natural narrative of progression and improvement. A multi-platform strategy was enacted to share unique content across social media, YouTube, and the NAPA website to maximize reach and engagement. This messaging will be enhanced through high-energy, user-generated content with visual storytelling. Empowerment, community, and a sense of accomplishment are primary pillars of this messaging.

Production & Distribution:
Following a detailed content calendar and shot list, this series will be premier on YouTube as a long-form docu-series (3 to 5 minutes) as well as short form content for Instagram, Facebook, and TikTok. This series will also be supplemented with behind-the-scenes moments, interviews, bloopers, and more to further enhance the authentic storytelling and professional nature NAPA embodies.

Results:
Initially, we were hoping to grow the NAPA Network YouTube channel by 15% to 20% within the first six months of the new content and series I directed and produced. As of April 2025, the performance has exceeded our expectations and grown the YouTube subscription count by 412%.

Team Credits:

Talent & Brand Marketing Lead - Chris Walen

Talent & Auto Consultants - Jim Przybylski & Daryll Caughronn

Additional Video, Editing, Creative/Social Strategy - Amber Wilburn

CHASE ELLIOTT - No. 9 PAINT SCHEME REVEAL

In this teaser I directed, we show off the 2024 paint scheme for Chase Elloitt’s No. 9 Chevy and demonstrate the continued strength of the NAPA and Hendrick Motorsports partnership.

Challenge:
NAPA and Hendrick Motorsports sought show off the new paint scheme of the No. 9 Chevy in an exciting new way. While established fans of NASCAR will notice the nuanced differences in the color scheme, we wanted to create a new teaser that would also draw in relative newcomers to the sport and get audiences across demographics excited and boost engagement across channels.

Strategy:
The teaser needed to be evocative of Elliott’s already incredible track record and success, but also instill a new sense of wonder and anticipation for the upcoming season. A track featuring heavy rock elements in compliance with NAPA brand / music standards was selected as the baseline to edit around as previous victory announcements for Elliott faded in and out as a sort of historical motif. This helped create a tangible sense of anticipation and energy as the slow tease of the paint scheme culminated in a rapid fire series of shots of the new car.

Production & Distribution:
I directed and filmed the teaser at the Hendrick Motorsports campus in Charlotte, North Carolina. An extensive shot list and schedule was made and adhered to in order to maximize efficiency in our time with Chase Elliott and his crew. There would be no opportunities for pickup shots. This was also distributed to both NAPA and Hendrick Motorsports social media channels, YouTube, and internal NAPA channels.

Expected Impact:
Content made with our partners at Hendrick Motorsports and NASCAR is always our highest performers. We were expecting these posts to be our highly engaged with and have noticeably more traction than our other content, considering it is directly tied into a highly visible sport with one of the most popular drivers at the moment.

Results:
Though we expected the teaser to perform well, it surged beyond our expectation. The was highest performing post for NAPA in 2023, gathering just over 7,000 likes and more than 4,700 new followers. This post alone gained NAPA a 12.9% increase in followers on Instagram.

Tech Tip of the Day

Challenge: NAPA sought to grow their B2B audience on social as they pivoted business models and began speaking directly to technicians. This required a pivot us to produce content that demonstrated our century of expertise and begin growing our audience of technicians.

Insight: We confirmed that there was potential, while social isn’t traditionally a strong B2B platform in the automotive industry, there is opportunity and room to grow with our existing and potential audience. This was determined by prior experiments with different styles of content and messaging.

Result: The Tech Tip of the Day series proved to be some of our most engaged-with posts in Q4 of 2024. The content showed that even though technicians have a great deal of formal training and knowledge, there are tools and tips that they can still learn from.

The Howlin’ Riders

Challenge: While NAPA is one of the biggest players in the automotive market, they wanted to provide a more authentic and “real” look at the lives of people in the auto industry when they aren’t actively working on or engaged with cars.

Insight: While it is no great secret that people enjoy posting and engaging with posts about pets and animals, our research found that there was a significant overlap with posts about cars and posts about pets, often from users bringing their furry companions with them when they travel or take a road trip.

Result: With the creation of the Howlin’ Riders, we produced a series of posts, content, and giveaways that boosted NAPA as more than just a network of parts and care, we were a group of passionate doers and planners who brought our love of animals with us on the road.

National Care Care Month

In an ongoing mission to reinforce NAPA as a brand of experts with a century of knowledge and know-how, we produced a collection of videos and static posts for the National Care Care Month to educate our consumers on the importance of car car. Not only will this routine maintenance save you money and time, it could also save your life.

Ensuring that NAPA remains top of mind when consumers consider their automotive needs and safety is just one of the many objectives we are seeking to accomplish with our social strategy.

Classic Car ASMR

For this series, we really wanted to capitalize on the ASMR niche of content. While we recognized this type of content is often very polarizing, we decided to take the chance on creating a more specialized ASMR series that focused on classic cars.

In some frankly surprising analytics, our first Classic Car ASMR video performed remarkably well, earning over 400k views. We quickly green-lit additional videos and have turned it into a bi-monthly series.