A global power tools manufacturer in the automotive repair industry sought to educate vehicle service technicians about the value of the brand’s tools and differentiators to consider when purchasing a new power tool. The company relied heavily on a two-tier distribution channel, yet, recognized the opportunities to expand online sales. Amazon.com remains in the top ten leading retailers worldwide , with global online purchasing reaching $2.3 trillion in 2017 2 . Thus, the company decided to explore online sales to drive young technicians and “do-it-yourself” auto repair consumers to purchase tools on Amazon.com. T o drive consumers to ecommerce sites, Portavoce PR recommended the brand tap into influential bloggers in the automotive industry to educate buyers about thei

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