TOPDON
Creative Design, Digital Media, Social
Giving a global brand a local voice—one mechanic shop at a time.
The Challenge
TOPDON is a global diagnostics tool manufacturer based in China, entering an American market that doesn’t just speak a different language—it speaks in torque, grit, memes, and trust earned under the hood.
Our challenge: Translate not just their messaging, but their entire presence for U.S. auto parts retailers and service shops across the country. This wasn’t about word-for-word—it was about shop-for-shop. Our goal was to help TOPDON USA break through in thousands of retail and workshop locations with messaging that hit right where mechanics live: speed, smarts, and a little bit of swagger.
The Approach
We leaned into what works in American tool culture—humor, honesty, and tactical clarity—and used that to power a performance-focused, multi-location campaign strategy.
- Rebranded and localized all core creative for U.S. auto parts retail
- Built a high-performing content ecosystem anchored by memes and shop-floor truths
- Activated paid search and social campaigns geo-targeted to align with major tool-buying regions and independent service networks
- Developed a segmented email strategy that met buyers at every stage of their consideration journey—from tool-curious techs to diagnostics diehards
- Implemented direct-to-retail messaging frameworks adaptable by store, region, and product line
Every post, every click, and every asset was engineered to reach mechanics and tool buyers across the country—wherever they shopped, worked, or scrolled.
The Results
With a heavy dose of personality and a precision-built digital strategy, we helped turn a global brand into a recognizable force in American bays and backrooms.
- 599% ROI on the integrated digital campaign
- $517K in online revenue generated over 19 months
- Email strategy added 163,000+ new recipients and drove over $78K in attributed revenue
- One Black Friday campaign alone generated $1M+ in sales
- Expansion into major U.S. distribution networks thanks to stronger brand recognition at the retail level
Why It Matters
Diagnostics tools are complex—but your brand’s job is to make it simple, memorable, and trusted at scale. For TOPDON, that meant finding the voice that worked just as well in a single-location garage in Tulsa as it did in a national chain’s tool aisle.
When you speak fluently across locations, platforms, and personalities, you don’t just drive sales—you drive belonging. And for a brand new to America, that’s the ultimate upgrade.
