Fox Auto U-Pull Digital Marketing

Client: Fox Auto U-Pull, Fox Auto Parts, Fox Auto Service
Creative Director and Copywriter: Ryan Poquette
Art Director, Designer and Illustrator: Lauren Atherton

CHALLENGE: Fox Auto U-Pull is one of the largest independently-owned automotive recycling facilities in Michigan and was desperately in need of a website and SEO refresh.

SOLUTION: Fox Auto’s appeal to mechanics, blue collar DIYers and construction companies gave the perfect insight into reaching this predominately male audience. Since Fox customers are DIY, we knew we had to create a site that would appeal to these hardworking men, as well as give our client the flexibility of customizing their site once it was built. Content updates for our custom Squarespace website included overhauling the user experience and developing compelling illustrated icons to break down and clearly illustrate their step-by-step process. We also ran associated Facebook campaigns and a Google Ads campaign. Given the fluctuating nature of their business, we used extensive testing and optimization to dial in on the best months, days and hours to run the Google campaign – then turned everything over to their in-house team to manage moving forward. Collectively, we were able to significantly boost awareness and drive new sales in a highly competitive automotive market.

The digital overhaul for Fox Auto U-Pull was so well-received that we also revamped and updated the companion sites, including for the parent company (Fox Auto Parts) and service division (Fox Auto Service). Each of these had a different target market and was part of a larger rebrand for this family-owned business, so we fine-tuned the messaging and look and feel for each one. In addition to the website work, we also coordinated an update of all logos.