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Tag: Influencer Marketing

Raymarine case study: A new life on a hundred-year story

Raymarine case study: A new life on a hundred-year story

Since 1923, Raymarine has been a trusted, leading name in the marine electronics industry. But, due to stiff competition and product-forward advertising, their brand story was getting lost in a sea of sameness for their boaters and anglers in the United States. The writing was on the wall: They had to do something different. And that’s exactly what we did.

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Leave doubt in your wake

When it comes to marine equipment, there is no room for error and doubt. Boaters and anglers need reliable products they can count on. So, we tapped into that emotional need in order to give Raymarine a new, refined voice that exudes confidence, rugged reliability and trust. We combined influencer partnerships, lifestyle branding and creative storytelling to deliver a brand refresh and 360 campaign that spoke directly to the hearts of those who dare the deep.

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Coast Guard stamp of approval

There’s saying your product is trustworthy, and then there’s actually backing it up. The fact that the U.S. Coast Guard was already relying on Raymarine only reinforced our messaging, and having them as brand ambassadors spoke volumes to our audience.

Not just a new brand.
A campaign with bite to launch it.

From the logo to becoming a lifestyle brand, we made a significant shift, found a compelling new storyline and reinvigorated the brand to be forward-thinking yet in tune with the lifestyle of boaters and anglers. We helped support it on the website, as well as through an integrated digital and social media plan to break through the noise.

Putting the pros at the helm of the story

We also partnered with a wide network of pro ambassadors and influencers to capture their own content and show just how well Raymarine’s equipment holds up, even in the toughest waters.

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Chevron case study: Influencer video series opens minds and inspires decision makers

Chevron case study: Influencer video series opens minds and inspires decision makers

When your entire operation relies on the performance of a single piece of equipment, protecting it shouldn’t be an afterthought or an area to pinch pennies. But when maintenance professionals look at only the input cost of engine oil, they end up doing just that. Chevron Lubricants needed to change that mindset and demonstrate how a compromise on engine oil now could mean bigger costs down the line. 

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A strategically formulated approach

Nationwide focus groups with target buyers validated by a quantitative survey revealed a skeptical misconception and key insight: maintenance professionals believe “oil is just oil” and that all options are basically the same. With this perspective, why would anyone pay more for one brand over another? We needed to help these buyers realize that their choice was impacting their bottom line well beyond the purchase price and take a social-first approach to show them how the right oil could not only help them overcome obstacles but provide a competitive advantage.

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Gather round
the expert table

Since we were dealing with some seriously technical information, we needed an approach that would pique interest and educate the audience. A roundtable discussion format set the stage for natural, organic conversations with two senior engineers from Chevron Lubricants. 

But in order for the content to really hit home, it had to come from someone they could relate to and trust. So, we tapped industry influencer Bryan Furnace, founder of the YouTube channel Diesel & Iron and host of the Equipment World YouTube show The Dirt. With his experience as a heavy equipment operator and established social presence (over 8.4 million YouTube views), Bryan was the ideal personality to interpret technical explanations through the lens of an end user and ask the tough questions that would elicit the clarity and understanding this audience demands.

The power of proof

To uncover the truth behind oil formulations and how they keep engines protected, we went straight to the source at Chevron Lubricant’s Richmond Technology Center in Richmond, California. We got exclusive access to the Southwest Research Institute in San Antonio, Texas, for a behind-the-scenes look at how oils are torture tested to prove their ability to protect in the most extreme conditions. This gave us all the proof we’d need to tell the story.

Find the
full series of videos here

Mission accomplished

The primary objective of this campaign was to get operators thinking about their choice of engine oil as a strategic business decision and to move them to engage with educational assets. The roundtable conversational video series garnered 435K views and 4M impressions at one-third the cost of the CPM benchmark. The social content resonated extremely well with our target audiences and has consistently been Chevron Lubricant’s top-performing content since launch.

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“We knew the information we had to share was complex. 
So, we took an experienced industry influencer and sat him down with our experts to 
unpack the stories in a way that our audience could relate to and clearly understand.”

— Walt M. Collier

| Americas Brand Manager for Delo engine oils and ancillary products

Upending the status quo with an unexpected ABM approach​

Upending the status quo with an unexpected ABM approach

Industrial powerhouse Chevron Lubricants needed to demonstrate how a compromise on heavy-duty engine oil now could mean bigger costs down the line. Together, we developed an ABM campaign targeting ~220 high-potential accounts that blended best practices with an unconventional approach designed to stand out and shift thinking.

Addressing a serious business challenge…with humor

To effectively reach time-starved decision makers at our target accounts, we needed to cut through the noise—and appeal to both the emotional and rational sides of the brain. Our creative concept was a bold departure from the usual territory for this industry, leveraging a series of humorous, out-of-context scenarios that commanded attention and got the audience thinking about something that isn’t normally on their daily agenda: their choice of engine oil. 

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Imagined by humans, generated by AI

To bring the idea to life, we tapped into generative AI, offering greater latitude to think and create outside of the box. Each creative execution drove home the key strategic insight: There are times you shouldn’t compromise; the heavy-duty engine oil you depend on to protect your fleet is one of them.

A curated journey of discovery, deployed at scale with new martech

To entice our audience to discover and engage with educational content, we helped activate targeted display ads and personalized landing pages by augmenting Chevron’s martech stack with short-term trials of Demandbase and HubSpot. Later touches featured video clips that further inspired prospects to engage, explore and learn. The pinnacle of our educational content was a video podcast featuring industry influencer Bryan Furnace and two Chevron SMEs, housed on a dedicated information hub complete with a HubSpot-powered chatbot.

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Old-school tactic gets a digital facelift

A subset of core decision makers received a video direct mailer (DM) featuring a customized preview invitation from the influencer host. With real-time DM interactions tracked using 5G, prospect activity and intent signals were shared with Sales teams, enabling timely follow-up with tools that included personalized emails, phone calls and LinkedIn InMail.

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Big strategic and creative swing, home run payoff

The campaign reached 96.8% of targeted accounts, with 80% showing engagement. It also proved the role strategic direct mail can play in demand marketing, with 59% of contacts viewing the video mailer. Importantly, Chevron discovered the value of ABM—how channel, content, creative and tech can work seamlessly together—and now have a solid foundation for future campaigns.

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This campaign showed us how different a strategically targeted ABM program is from a traditional media play. In addition to delivering on objectives, it provided learnings we can use in future campaigns, including optimizing martech and tracking to help our sales force capitalize on momentum and connect with engaged prospects.

Walt M. Collier
| Americas Brand Manager for Delo Engine oils and ancillary products
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