Case Study · Fras-le
From An Industrial
Parts Catalog To 2.5M Impressions A Year.
We Gave Brake Pads An Operation.
Heavy-duty aftermarket brake pads are about the hardest thing to make anyone stop scrolling for. Fras-le hired us to rebuild their social strategy in 2021, and six years later we’re still their agency of record — running one operation that posts, answers, and prints itself onto the trade show floor.
2.5M
Organic impressions, 2023
+395%
IG follower growth, May '26
100%
Comments answered in 24 hrs
CLIENT
Fras-le (FNA · North America)
Industry
B2B · Heavy-Duty Aftermarket Friction
Engagement
Full-service social · 6 years · FB + IG
Offering this proves
Social Media Management (AOR)
01
Stuck Point
A Product Nobody Scrolls For, And No Real Plan To Fix That.
Fras-le sells friction materials for the heavy-duty aftermarket — brake pads, brake linings, air discs. The buyer is a fleet manager or a parts distributor, not a casual scroller, and the product photographs like exactly what it is: an industrial part in a box.
They came to us in early 2021 needing the whole strategy revamped. They had assets sitting in folders — product shots, facility footage, event photos — but no operation turning any of it into a feed worth following. The instinct most brands have here is to spend their way out with net-new shoots.
The diagnosis: Fras-le didn’t have a content problem. They had a consistency problem. The job wasn’t one viral brake-pad post. It was a machine that could make this product show up, look sharp, and earn a B2B audience week after week, for years.
Content Calendar
O
No rolling plan in place
Asset Status
Unused
Sitting in folders
Channels Live
FB + IG
No operation behind them
02
The Bet
Make The Catalog The Content.
Make Every Asset Work Twice.
We made two bets most agencies wouldn’t. First, that the brake pad itself could carry the feed if we treated it like a product worth designing around, not a part to apologize for. We got creative with how we showed friction materials and how we talked to a B2B buyer who actually cares about stopping distance and spec.
Second, that we’d build from what Fras-le already had. We took their existing assets and repurposed them into social content instead of billing for constant new production. That kept the cost low and the cadence high. And we designed that content so it could flex one more way onto the printed materials Fras-le carries to tradeshows. Not net-new. Repurposed, then reused.
One Engine. Strategy, Production, Community.
Strategy
A two-week strategy build at kickoff, then a rolling plan retuned every month across Facebook and Instagram
Repurposing
Existing product, facility, and event assets turned into feed-ready content instead of constant new shoots
Community Management
Every comment and message answered or acknowledged within 24 business hours. All of them
Dual-Use Print
The same designs built for social became Fras-le's printed booth materials at Heavy Duty Aftermarket Week
2 Platforms. 1 Personality-First Calendar Loop.
The Gallery
03
The Work
One Operation. Strategy, Production, And Community On The Same
Calendar.
It started with a two-week strategy build and turned into a monthly operating rhythm — a rolling content plan, batch production so the feed never went dark, a community desk holding every comment and message, and a paid layer extending the reach. One operation, tuned every month, running on a product that doesn’t change much from one year to the next. The consistency is the point.
Operating Rhythm
- Two-week strategy build, retuned monthly
- Batch graphics + short-form video produced ahead
- Every comment / message answered in 24 business hrs
- Paid layer extending reach beyond the following
Repurposed Assets
Existing product, facility, and event assets turned into feed-ready content instead of constant new shoots.
Batch Production
Monthly graphics, repurposed assets, and short-form video produced ahead so posting never went dark
Community Desk
Every comment and message answered or acknowledged within 24 business hours. All of them.
2023 Reporting
"The Catalog Performs"
2023 · Full-year organic reporting
2.5M
Organic impressions across Facebook and Instagram on a B2B brake-pad catalog. Another 3.1M came from paid.
2022 Paid Layer
"57,530 Recallers"
2022 · ~$3,800 in paid spend
57,530
Estimated ad recallers — people who remembered a brake-pad ad, on a modest media budget.
2023 Paid Layer
"43,900 New Followers"
2023 · Paid social
43,900
New page likes and follows from paid social, building the audience the organic feed then kept.
“
"They Schedule Things
Ahead. It Makes The Projects
A Lot Less Stressful For Me."
Julia Grupa
Fras-le
Engagement Rate
3.8%
Per impression, May '26
Follower Growth
+395%
Instagram, month over month
Response Rate
100%
Inside 24 business hours
04
THE PROOF
Organic Impressions Up To 2.5M A Year, Off A Brake-Pad Account Still Climbing In Year Six.
Source: Fras-le’s own paid and organic reporting, Facebook and Instagram. Early figures from 2022–2023, the first two years of the engagement. Recent figures from May 2026, year six.
Metric
Period
Result
Detail
c
Organic Impressions
2023
2.5M
Facebook + Instagram, on a B2B brake-pad catalog. Another 3.1M came from paid.
c
Est. Ad Recallers
2022
57,530
On roughly $3,800 in paid spend — people who remembered a brake-pad ad.
c
New Followers (Paid)
2023
43,900
New page likes and follows, building the audience the organic feed then kept.
c
Engagement Rate
May '26
3.8%
Cross-network rate per impression — ahead of the prior month, in year six.
c
IG Follower Growth
May '26
+395%
Net follower growth, month over month — the audience is still being built.
c
Response Rate
Ongoing
100%
Of comments and messages answered or acknowledged within 24 business hours. Every month.
The early numbers prove the catalog could perform — 2.5M organic impressions and 57,530 ad recallers off one B2B brake-pad account. The recent ones prove it still does: engagement is up and the audience is still growing, in year six, on the same product.
2.5M
Organic Impressions
2023
57,530
Est. Ad Recallers
202
3.8%
Engagement Rate
May '26
+395%
IG Follower Growth
May '26
100%
Response Rate
Every Month
05
THE UNLOCK
A "Boring" Product Isn't A Content Problem. It's An Operating One.
The brands that win in unglamorous B2B categories aren’t the ones that go viral once. They’re the ones with an operation steady enough to show up sharp every week, for years, while everyone else burns out after the launch.
Fras-le doesn’t buy a campaign. They run a social operation that makes their content earn its keep twice — once in the feed and once on the tradeshow floor. Six years in, it still does.
Brake pads don’t need to go viral. They need to show up, every week, for years.
Ready to Maximize Your Social Media
Potential?
We’d love to hear about your organization’s goals on social media. Get in touch with us today!
info@sociallyin.com
