DriveTribe and the market leading automotive brand NAPA are delighted to announce an exhilarating new collaboration: a captivating four-part series documenting the journey of Izzy Hammond, a rising star in the automotive world, as she takes on the exciting challenge of purchasing and transforming her very first project car into a high-performance race car. This unique series promises to offer automotive enthusiasts an insider’s look at the intricate process of car transformation, underscored by the reliability and quality of NAPA parts.
The innovative series will spotlight the unique selling propositions (USPs) of NAPA parts, seamlessly integrating a variety of NAPA’s trusted partners throughout the episodes. Viewers will gain an up-close perspective on the top-quality components available from the wide network of NAPA Auto Parts stores, showcasing the essential elements that automotive enthusiasts need for their own projects.
Dave Murdoch, Managing Director of DriveTribe, expressed his excitement about the collaboration, stating, “This partnership is a fantastic opportunity to highlight the superior quality and performance of NAPA parts in a real-world setting. Izzy Hammond’s journey is the perfect vehicle to demonstrate the quality and reliability of NAPA parts, and we believe this series will inspire and captivate automotive enthusiasts everywhere.”
DriveTribe has meticulously crafted a bespoke marketing plan for NAPA culminating in a comprehensive strategy spanning four months with the aim to elevate brand awareness for key products featured in the series. Additionally, it will drive traffic to a variety of online touchpoints within the NAPA network and its stores throughout the UK by creating a series of engaging online content tailored to each episode.
Adam McNaney, UK Group Marketing Manager of Alliance Automotive Group, commented on the collaboration, saying, “We’re thrilled to see this project come to life. Partnering with a major automotive channel like DriveTribe provides a unique platform for NAPA to connect with car enthusiasts who are eager to explore new products and innovations. This series is a testament to the synergy between quality components and passionate craftsmanship and provides us the perfect platform to showcase our growing store network & parts offering alongside our successful racing programme.”
The series is set to premiere on YouTube on the 31st of July across DriveTribe’s channels, marking a significant milestone for both NAPA Auto Parts and DriveTribe. By combining one of the leading automotive channels with a global brand with almost 100 years of heritage, this collaboration leverages DriveTribe’s substantial influence to bolster NAPA’s brand presence and engage with a broad audience. The launch on a prominent platform like YouTube ensures that the series will reach a wide and diverse viewership, further solidifying NAPA’s reputation as a leader in the automotive parts industry.
Join us on the 31st of July for the premiere episode of this exciting journey, where Izzy Hammond’s passion and NAPA excellence converge to create a thrilling automotive adventure. This collaboration promises not only to entertain but also to educate and inspire car enthusiasts to embark on their own project car transformations with confidence and the best tools at their disposal.