Integrated Campaign Changes Consumer Perceptions, Grows Awareness & Interest
WD-40
WORK CATEGORY
Promotional & Retail Marketing
INDUSTRY CATEGORY
Automotive Aftermarket
KPIs
Awareness, Engagement
Overview
Each summer, Floridians face an invasion of “love bugs”. These insects land on vehicles by the thousands and can be extremely difficult to remove. WD-40 needed to make people aware that its product is a love bug removal life hack.
Results
Channels
Digital Advertising
Experiential/Trade Show
Out-of-Home (OOH)
Public/Media Relations
Challenge
To effectively spread the word and change consumers’ views of this well-known product, people needed to be targeted in many different places and means in order to create a buzz.
Strategy
We created an integrated campaign, including digital advertising based on search terms related to love bugs, and a media relations program to spread the word.
Meanwhile, street teams provided WD-40 samples at local events to drive trial.
Ads on Waze sent people to the nearest purchase locations, and gas station pump handle ads engaged a captive audience, staring at their love bug covered cars.
