DTNA PARTS
From Parts Supplier to True Partner: Carving out an identity for DTNA Parts in a saturated market.
In a crowded aftermarket category, Daimler Truck North America (DTNA) Parts need a way to stand out. The task: create an identity that speaks to the pain points of fleet managers and owner-operators everywhere … and provides trusted, time-tested solutions. Our comprehensive brand strategy and creative campaign efforts led to significantly increased awareness and purchase consideration, driving substantial traffic to e-commerce channels.
- Strategy
- Creative
year-over-year increase in brand awareness among decision-makers
year-over-year lift in purchase consideration
strategic messages delivered to a highly targeted audience
of website traffic landed at a purchase point
Challenge
DTNA Parts, the aftermarket division of a global industry leader Daimler Truck, came to Mythic with a clear goal: improve brand presence & awareness within its target audiences. To move the needle, they needed to carve out a distinct identity in a saturated market, introducing the brand as a meaningful partner to crucial customer segments: trucking fleet managers and owner-operators.
Solution
We began with a deep, strategic immersion into the category and customer mindset through comprehensive research, including stakeholder interviews and collaborative work sessions designed to align all parties on a strategic path forward. Our core insight: truckers need a partner who can provide simplicity, expertise, and reliability in high-pressure “downtime” situations. And DTNA could deliver.
Brand strategy centered on the position of “Your Partner in Moving Forward,” addressing the audience’s need for a dependable ally who gets their business. Mythic then designed a national, multi-channel creative campaign to shift the audience’s mindset, demonstrating that they could depend on DTNA Parts just as their own customers depend on them.
Results
Our collaboration didn’t just launch DTNA Parts; it positioned the brand as a distinct and compelling offering in a crowded space. Our work communicated DTNA’s core value proposition, striking a chord with a previously unreached target audience and leading to a dramatic surge in brand equity metrics. This success story isn’t just about awareness; it’s about driving action. We saw a significant increase in website traffic and, crucially, a direct path to point-of-purchase conversions, setting a robust foundation for future e-commerce expansion.
