car 58: BRANDING, Website development and social media

Telling an incredible story and building an audience of hundreds of fans in just 8 weeks

The Need

Jill Kirkpatrick and Tony Connor, a married couple from the DC-Metro area, joined the race of a lifetime: the Peking to Paris 2016 rally, driving and camping over 8,500 miles through 11 countries in their 1956 Porsche.

Jill and Tony needed a website and blog so that they could chronicle their 36-day journey. In addition, they needed a promotional strategy that would spread the word about their car, as well as help them update family and friends about their progress and raise awareness of the philanthropic causes they support.

The Solution:

The Good Lemon worked with Jill and Tony to develop a name, logo, brand colors, and website using the Squarespace CMS.

We put together an editorial calendar of blog content to share the story of Jill and Tony’s preparation and chronicle their trip. Staying in touch via WhatsApp and using Facebook, Instagram, and the email service TinyLetter, we built an audience that followed Jill and Tony’s journey through written updates, photos, and videos uploaded in real-time.

Jill and Tony completed the race in Paris at Place Vendome on July 17, 2016 and are planning to race again soon!

The Services:

  • Branding 
  • Website Development
  • Website and Blog Copy
  • Social Media (Facebook and Instagram)
  • Email Marketing


At first, friends and family signed up; over time, the audience expanded to rallygoers, Porsche collectors, and enthusiastic new fans.

In just over eight weeks, blog traffic hit an average of 2,500 visits per week.

The email list grew to over 350 subscribers, and social media posts reached 400 followers on Facebook and Instagram.