Generating Global Brand Awareness

CTR Aftermarket

Generating global brand awareness for premier aftermarket automotive parts

U.S., Latin America, Thailand, Global · Facebook, Instagram


CTR is one of the world’s leading automotive OE manufacturers for the largest car brands. Utilizing 60+ years of OE expertise, they create safe and reliable aftermarket parts for thousands of car makes and models worldwide.

CTR’s global presence: +25% of global drivers have experienced CTR parts. The question was, how do we translate this global presence and manufacturing acumen into a compelling social media presence. 


This presented several key challenges:

  • How to strengthen branding through a strong and consistent social media presence
  • How to create messaging or creative visuals that work across 3 distinct regions with visual and cultural preferences
  • Properly translating and communicating technical product features and benefits that is suitable for novices and pros 
  • How to adjust the messaging TOV for each region
  • Localizing visuals to appeal to different audiences 
  • How to provide value to CTR’s target audience through content that strikes the right balance of technical, informative and engaging
  • How to actively communicate with different audiences with different cultural preferences
  • How to actively grow the audience
What we did

In order to tackle global B2B content marketing challenges, we analyzed the auto aftermarket in 3 different regions (an industry with very specific local distribution models). Through our network of local partners and newly gained localized & technical expertise, we did the following to present CTR as a global and leading manufacturer of safe and reliable parts: 

  • Researched and analyzed areas of content opportunity in the international aftermarket B2B industry - interviewing local industry professionals
  • Identified universally appealing content pillars
  • Developed a brand guideline for social media, defined the key visuals and elements with a clear TOV and brand personality
  • Tapped into BorderX’s international network for local community managers and content specialists to ensure proper translation and understanding of local culture
  • Monthly brainstorming sessions for deep product insights with the CTR team

Over the course of 1 year of management, we achieved the following results over all 6 (regional) channels: 

  • +78.8% net audience growth (YoY) 
  • +34.1% incoming messages (YoY)
  • +191.7% in engagement rate (YoY)
  • Launched LATAM socials leading to highest number of inbound messages and leads across all regions
  • +194.3% total impressions (YoY)
  • +996.8% link clicks compared to previous period
  • Generated B2B leads in more than 15+ countries (Oman, Russia, Egypt, Ethiopia, Mexico, United Arabs Emirates, USA, Vietnam, Mexico, Ecuador, Columbia, Chile, Thailand, Iran and more)
audience growth in 12 months
engagement rate in 12 months
total impressions