WIX Filters: We Love Engines

  • Services:


  • Client:

    WIX Filters

WIX Filters: We Love Engines

  • Full Version

Wray Ward created an integrated campaign centered on passion for automotive performance in order to help WIX Filters forge a deeper connection with customers.

Project Overview

What We Did

Driven by findings from our Insights team, Wray Ward developed a campaign that reinforced the technical superiority of WIX Filters and the ultimate protection they provide with a simple mantra: “We Love Engines!”


WIX Filters has seen increases in market share each of the past six years, and sales have surpassed $200 million. Public relations garnered more than 350 million impressions while social media engagement more than doubled.

  • 365,000,000+

    Media impressions

  • 2x

    Social media engagement


The campaign was aimed at converting audiences including technicians/installers, counterpersons and consumers into brand advocates.

Digital Design

A refreshed online platform allowed loyalists to share their love of engines and select the right filter for their vehicle, and a mobile-optimized microsite provided easy access to sweepstakes and promotions.

Online Video

Working closely with WIX-sponsored motorsports teams and media partners to better connect with loyal brand followers, we developed a series of videos that shared why teams, drivers and others “loved their engines.” Fans can watch the videos and connect with others to share their love of engines on social media channels.

Brand Experience & Activation

Public relations and social media content focused on a variety of story angles to continue building brand awareness. PR initiatives ranged from pitching and media interviews to trade shows and promotional events. Utilizing a strong combination of NASCAR, NHRA and Global RallyCross giveaways, commemorative diecasts and autographed team/driver donations, we increased social media engagement and elevated connections with loyal brand advocates.

As WIX celebrated its 75th anniversary, an on-site event generated strong media coverage and social media chatter. The WIX Hummer H2 and 75th anniversary Ford Coupe crisscrossed the United States, attending more than 250 customer events and helping to promote the brand, product lines and customers’ sales events.


Working closely with WIX and outside counsel, we provided assistance in their ongoing motorsports sponsorship program by helping to screen, evaluate and negotiate sponsor partnerships through a formalized RFP process.