INTERSTATE BATTERIES
POWERING THE SILENT GRID
Interstate had the legacy, built on performance, loyalty, and decades of trust. But when the brand set its sights beyond motorsports, it wasn’t just looking to refresh content. It needed something bigger: a net-new campaign that could carry its purpose to a broader audience. ACE answered with The Silent Grind, a creative platform designed to celebrate the people who power the everyday.
THE
OPPORTUNITY
THE ACE APPROACH
We helped reposition Interstate from a product brand to a purpose brand. This wasn’t a content refresh, it was a full-scale creative campaign designed to modernize their messaging, reach new audiences, and elevate the brand beyond the auto aisle. Our team:
Launched The Silent Grind, a campaign celebrating everyday hustle
Built an ambassador program with truckers, farmers, and mechanics
Recast batteries as a symbol of work ethic, not just car parts
Produced 150+ assets in one sprint for use across social, digital, retail, and partnerships
Refreshed NASCAR and JGR collaborations with people-first storytelling
WHY IT
MATTERED
The Silent Grind gave Interstate a new identity, one that resonated far beyond racing. By connecting to the culture of hard work, the brand unlocked relevance with a younger audience while still honoring its roots. This wasn’t about going viral. It was about building value that sticks, with the people who power the everyday.
THE RESULTS
SILENT GRIND HERO CONTENT
ENGAGEMENT RATE
REACH
2M+
3.3%
4X THE INDUSTRY AVERAGE
AMBASSADOR-LED CONTENT
REACH
ENGAGEMENTS
3M+
73K
IN JUST 3 MONTHS
TREND DRIVEN REEL OUTPERFORMED BENCHMARKS BY
2-4X
REFRESHED NASCAR CONTENT EARNED
ENGAGEMENT RATE
REACH
1.2M
6.4%
FUELING RETAIL LIFT
LIFESTYLE CAROUSELS DROVE
FOLLOWER GROWTH ACROSS
51%
20
CREATIVE EXECUTIONS
Products don’t move people, stories do. We help brands evolve from what they sell to what they stand for. If you’re ready to build a campaign that reflects purpose, not just product, ACE can help power what’s next.
THE
TAKEAWAY
