Castrol Influence The Influencer

Castrol, a lubricant oil brand, created a WeChat mini-program that not only educated independent Chinese mechanics on the brand's products but also increased brand engagement through activities and special in-app offers.

Campaign details

Brand: CastrolLead Agency: Mindshare ChinaRegion: APAC

Objective

Castrol is a leading lubricant oil brand. Lubricant oil category users are male care owners from 25-45, and they only care about the category twice a year – when they change lube oil during maintenance.

This means the category is low frequency and low involvement. Traditional advertising has very limited impact on consumers. The lubricant oil category business is driven by independent workshops (IWS) sales, especially mechanics' recommendations.

But unlike shops in a fast food chain, Castrol has no control over these independent workshops because they...

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