MYCHANIC Launch Goals + Strategy

$3.3M Revenue Goal (DTC + Wholesale)

$375K Ad Budget • 8.8% Blended ROAS Target

Work Lights. Shop Stools. Booster Cables.

12 thoughtful, feature-rich, and well-built products for the at-home auto enthustiast.

Work Lights. Shop Stools. Booster Cables.

12 thoughtful, feature-rich, and well-built products for the at-home auto enthustiast.

Objective: Successfully launch MYCHANIC as a garage essentials brand for the at-home auto enthusiast by building brand equity in all consumer touchpoints including public relations, advertising, social media, and sales experiences.

  • BUILD CREDBILITY

    Position the brand as an authoritative, innovative and credible source of garage essentials.

  • BUILD AWARENESS

    Market expansion by targeting enthusiast niches -- leveraging relevant channels and tailored assets for each niche.

  • BUILD SALES

    Achieve eCom revenue goal and support sell through at all retail partners.

  • BUILD LOYALTY

    Create a customer experience that turns customers into fans. 

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Campaign Activations

  • 200

    COMMERCIALS
    3 National Networks

  • 5

    SHOW INTEGRATIONS
    6 Networks
    38 Airings

  • 50+

    PPC CAMPAIGNS
    Across Meta, Google,
    + Amazon

  • 12

    CONTENT CREATORS

  • 30

    PRINT ADS
    7 Publications

  • 9

    EVENTS
    Including
    AAPEX/SEMA

Sales Channels

  • MYCHANIC.com

    2018 Statistics:

    • 90K Site Visitors
    • 5% Conversion Rate
    • 22% Return Customer Rate
    • 14% Review Conversion Rate

  • Amazon

    Optimized with:

    • PPC
    • Review Seeding
    • Review Invitations
    • A+ Content

    View Shop + Detail Pages

  • Retail Partnerships

    Placements at retailers across the country.

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MYCHANIC initially struggled to gain traction on Amazon.

Task: Identify challenges and build strategy to address.

Action: 

  • Research: Discovered 75% of shop stool sales were under $45, while MYCHANIC's niche was $100-$150 feature-rich options.
  • Product Development: Collaborated with PD on a $65 entry-level stool. Optimized packaging to stay within Amazon’s 18” standard size tier — protecting $6.58 per unit.
  • Launch: (1) Developed assets that conveyed the value and competitive differentiation. (2) Seeded listings with early reviews. (3) Coordinated influencer campaign and PPC (focus on Product Targeting) to drive traffic.

Results: (1) Hit Amazon’s Top 10 within weeks, despite the higher price point. (2) Became our #1 fastest mover.

Media Assets

$40K Asset Shoot
:30 and :15 Spots • 4 Product Videos • Robust Photography Bank

Most of our budget went to expert videography and photography. I leveraged tradeshow relationships to secure vehicles, locations, and talent with automotive experience for authenticity.

Broadcast Campaign

  • 9 Month
  • 200 Spots
  • Amplified During Father's Day and Holiday

Show Integrations

  • 5 Shows
  • 6 Networks
  • 38 Airings

Earned Media + Influencer Partnerships

88 Placements in 18 Months
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The majority of our influencer partnerships were done purely for product trade and out of genuine enthusiasm for our products.

Print Advertising

30 Placements • 7 Publications • 10M Impressions

Our primary market niche within the auto enthusiast market was the classic car enthusiast.

The average customer:

  • Age: 55-65
  • HHI: $125 - $250K (or comfortably retired)
  • Project Car: $40-70K = Dispensable Income

Traditional print advertising in niche publications was a targeted and affordable advertising activation, and provided recurring impressions within these niches.

Our primary market niche within the auto enthusiast market was the classic car enthusiast.

The average customer:

  • Age: 55-65
  • HHI: $125 - $250K (or comfortably retired)
  • Project Car: $40-70K = Dispensable Income

Traditional print advertising in niche publications was a targeted and affordable advertising activation, and provided recurring impressions within these niches.