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Chevron: “Ranting” and raving about engine oil​

Chevron: “Ranting” and raving about engine oil

Companies that rely on diesel engines every day have a lot of choices when it comes to the heavy-duty engine oil (HDEO) they trust to protect their equipment. On top of that, many don’t consider it a significant part of their business plan. This “rant-style” influencer campaign helped fleet managers understand the vital role engine oil plays in their operation—and presented it in a style and format that folks could really get behind.

Meeting audiences where they are

There are still misconceptions out there about the importance of engine oil and how it can hurt—or help—the bottom line of a business. With intel provided by on-the-ground sales teams, we knew that changing a maintenance practice isn’t as simple as flipping a switch, with existing contracts, long-standing vendor relationships and “that’s the way we’ve always done it” status-quo mentalities getting in the way. Consumption habit research told us we could most effectively reach our target audience on social, namely Facebook and YouTube. But to really engage with these time-starved fleet managers, we needed to do something…different. 

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“Our intentionally raw approach captured the genuine tone of real-world conversations, creating an authentic platform for our industry influencer to share actionable insights and practical information that viewers can actually use.”

Walt M. Collier​, Americas Brand Manager for Delo engine oils and ancillary products

Finding our HDEO voice

We created a series of gritty, unfiltered videos featuring industry influencer Bryan Furnace, founder of the YouTube channel Diesel & Iron. He also hosts the Equipment World YouTube show The Dirt. With his experience as a heavy-equipment operator and established social presence (over 8.4M YouTube views), Bryan had the ideal combination of on-screen personality and genuine industry cred to connect with our audience. 

A video series built with grit

The unpolished “rant-style” format was purpose-built for this video series, allowing Bryan to immediately capture attention with a provocative, relatable opening that cut through the noise. As an industry professional, Bryan’s delivery was both approachable and unapologetically real, like swapping stories over coffee on a job site.

Series strikes a chord on social

The video content exceeded expectations and delivered on all program objectives, dispelling myths about the business impact of equipment lubrication and bolstering Chevron’s position as an industry leader and voice of authority. The video series has consistently been among the top-performing Chevron Lubricants social content since the program’s inception.

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National Geographic: Giving the world’s greatest storytellers a B2B platform

National Geographic: Giving the world’s greatest storytellers a B2B platform

Most people know National Geographic. But what about National Geographic Storytellers Collective? National Geographic needed help building buzz around an entirely new (and B2B!) offering. Employing precision targeting and compelling creative, this brand-to-demand campaign drove brand and solution awareness and delivered revenue-generating results—while staying true to the National Geographic brand.

New territory for a tremendous brand

Since 1888, National Geographic Society has been leading the world with the most compelling stories about the planet and those we share it with. Given their top-tier content and unwavering brand promise, National Geographic’s brand awareness has historically been off the charts. Fast forward to 2023, when the brand began to offer storytelling workshops to help businesses and non-profit organizations develop their own storytelling skills—an initiative called National Geographic Storytellers Collective.

Led by National Geographic Explorers—the scientists, journalists, photographers and experts in their fields—these immersive, in-person workshops give teams access to the brilliant minds behind National Geographic’s content to help them develop their own compelling corporate stories. National Geographic needed help generating brand awareness for an entirely new B2B offering.

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Connecting storytelling to business building

Our agenda was to close the awareness gap by showing the value that storytelling brings to businesses and non-profits that want to
connect more deeply with their target audiences, drive sales and motivate donations. Our campaign objectives were to:

Increase awareness and consideration

Boost web traffic and
search volume 

Drive engagement
and lead gen

“This integrated campaign not only captured the spirit of curiosity that our brand evokes but also helped tell an engaging awareness story about a new line of business that we introduced to the marketplace.”

Lisa Lytton, Vice President, National Geographic Storytellers Collective

Sage advice for corporate storytellers

The brief was clear: We needed to connect the dots between the value of storytelling and business outcomes like donations for non-profits. To do it, we leaned on National Geographic’s brand equity to cultivate a sense of adventure, intrigue and excitement around the Storytellers Collective workshops—even in the most corporate B2B contexts. We treated every touchpoint
as an opportunity to tell a compelling story, intentionally crafted to cut through the B2B noise, and infused National Geographic’s storytelling prowess into every headline, caption and soundbite. This concept not
only gave audiences a sense of what the Storytellers Collective offers
but why storytelling matters.

Our product is our primary tactic (how meta!)

To build resonance with busy HR and C-Suite audiences at corporate and non-profit businesses, we combined the high-quality footage captured by National Geographic’s Explorers with audio and video clips from Explorer interviews.

 

We scripted, produced and edited four 30-second and 15-second video spots, featuring hero Explorers that teased the storytelling workshop experience. Display banners and LinkedIn paid social complemented the primary video work. To keep content fresh as the campaign progressed, we strategically timed out four additional videos to go live across our paid placements on Google and YouTube.

 

Tactics included:

  • Display banners
  • Paid search (Google, YouTube Video & Reels)
  • LinkedIn paid campaigns
  • OTT TV streaming video (leveraging MNTN)
  • Conversion-focused landing page

Storytelling works. Just ask the internet.

Between the high volume of video views and the increase in website engagements and form fills, this campaign not only made a name for the National Geographic Storytellers Collective,
it drove tangible business results—to the tune of hundreds of workshop bookings.

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“We saw a notable increase in MQLs and prospects that can be attributed
 to the personalized creative and demand generation marketing tactics.”

Emily Huegel, Director, National Geographic Storytellers Collective

Epiroc: Groundbreaking ABM delivers rock-solid ROI

Epiroc: Groundbreaking ABM delivers rock-solid ROI

Mining and construction companies have options when it comes to equipment and service partners. Equipment is viewed as a cost vs. an investment, and there has been little impetus to move from the status quo. Our job was to flip the script and demonstrate that Epiroc is a whole-business partner with deep expertise, innovative technology and trustworthy service that helps businesses achieve their strategic goals. 

Laying foundations for success

Epiroc is a leading global manufacturer of mining and infrastructure equipment and technology. After spinning out from a 150-year-old firm and becoming a stand-alone company in 2018, Epiroc has been on a journey to build mindshare as a new brand and increase market share with right-fit, high-potential accounts.  

This account-based marketing (ABM) campaign was built to increase receptiveness and understanding of Epiroc beyond high-end equipment and create opportunities within key accounts. Internally, we wanted to foster buy-in and collaboration between Marketing and Sales and establish a scalable ABM blueprint for future campaigns. 

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We’d been thinking about Account-Based Marketing for a while, and from our very first campaign, we saw remarkable results. The key was strong alignment—both between our marketing and sales teams and with our agency partner, Marketbridge, who brought invaluable ABM expertise and creativity to the table.

Mila Armer, Head of Strategic Marketing, Epiroc

Heavy-duty industry, meet emotionally resonant creative

The big idea for the campaign—“Eyes on the future. Boots on the ground.”—symbolized Epiroc’s unique, whole-business partnership approach. It asserted that Epiroc is the innovative and ambitious partner companies need in order to thrive while delivering practical, hands-on support that goes beyond the initial purchase of equipment. Art direction put the spotlight on leading-edge Epiroc machinery and technology while amplifying the power of human connection. Copy was forthright and sincere, demonstrating how Epiroc supports its clients’ business objectives and helps bring operations to the next level of performance, safety and efficiency.

Multi-channel campaign surrounds, engages and converts

With a strong ICP and a portfolio of existing relationships, we designed and launched a multi-channel ABM program, including both 1:1 and 1:Few plays.

 

We surrounded 11 total key accounts with Demandbase banner ads, LinkedIn paid media and marketing-led emails, driving to a HubSpot-powered content hub featuring personalized videos from Epiroc sales leads, thought leadership and solution content.

 

The capstone was an exclusive invitation to Epiroc’s new Competency Centers that served as innovation hubs and demo facilities.  

Rock-solid campaign ROI

So far, the ABM plays have helped drive $25M in pipeline, including a single opportunity worth $16M. And, notably, approximately 60% of pipeline generated related to key accounts showing interest in expanding beyond Epiroc’s core equipment by adding/upgrading one or more of Epiroc’s innovative technology and aftermarket service offerings. 

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engagement of 1:1 accounts

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pipeline in technology and aftermarket upsell

"This campaign sharpened our messaging for the right audience, significantly increasing awareness among key accounts of our services and expanding our overall reach."

Jared Pratt, VP Sales and Business Development, Epiroc

BioCatch: Fight bank fraud with their best behavior

BioCatch: Using AI to tell a uniquely human story

BioCatch needed to connect meaningfully with financial services leaders. Short on time and budget—but big on creative ambition—we leveraged generative AI imagery and video to create deeply human-centric digital storytelling moments that increased web engagement among target accounts by 113% and improved branded search by 37%. 

BioCatch generative AI image versions

Meeting a familiar challenge head-on

BioCatch, the leader in behavioral biometric intelligence used to fight financial crime, was in a position that many marketing teams found themselves in: big on brand goals and spread thin on budget. Where many would opt to simply “keep the lights on” or deprioritize brand-building in a tough economic climate, Marketbridge and our BioCatch Marketing team met the challenge head–on, leaning into generative AI imagery and video to bring BioCatch’s story to life in new and resonant ways—and deliver outsized impact in digital channels.

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Building the brand in brand-new ways

This B2B brand campaign targeting financial institutions aimed to position BioCatch as an authoritative figure within the financial services industry, elevate brand visibility and recognition, and foster a strong connection with the audience. Internally, BioCatch was keen to push the creative envelope and explore the use of emerging technologies to do strong, brand-building work in agile and efficient ways.  

Increase authority

Amplify recognition

Build connections

Fighting fin crime with consumers’ best behavior

Consumers are a bank’s greatest vulnerability—susceptible to all kinds of headline-making crime that can lead to massive financial losses and ruined brand reputations. But for BioCatch, consumers are the greatest security asset. BioCatch has a unique approach to tracking behavioral biometrics that combines fraud telemetry at scale, continuous behavior sequencing and predictive intelligence. Said another way, the unique and quirky ways humans behave in digital environments are more useful in mitigating fraud than any multi-factor authentication solution. Our opportunity was to creatively tap into these behaviors to show financial services leaders that consumers are the key to fighting fraud. 

“When Marketbridge pitched the idea of AI for creative activation, we said hell yeah! I couldn’t wait to see what we could do to bring our brand story to life.​"

Jonathan Daly, CMO, BioCatch

Spotlighting the consumers behind the keyboard

Quirky, charming and decidedly human-centric, our concept, “Fight fin crime with your customers’ best behavior,” brought the consumers behind the keyboard into focus. Drawing on common, real-life biometric behaviors, we created fictionalized characters, including Long Swipe Sally, who displays distinctive exaggerated swiping motions whether she’s dancing or paying a bill. And Heavy Tapper Ted, a charismatic business leader who is as enthusiastic and intense in his business ideas as he is in firing back emails to his investors. 

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Bringing custom characters to life with genAI

This relatable and endearing take on fraud technology was a broad departure from the buzzword-laden marketing common across the financial industry. Art direction was approachable and vibrant, and copy forthright and sincere. But, of course, no stock library could effectively convey the nuance and specificity we were hell–bent on, and with speed to market a practical priority, a custom photo shoot was off the table. So, we got creative—again.   

 

Using multiple AI engines—including Midjourney, which gave us maximum creative control—we brought four custom fictionalized characters to life. The Marketbridge creative team iterated extensively (to the tune of 400+ generations!), directing the visual engines to imagine hyper-realistic scenes, paying special attention to contextual details like setting and wardrobe to ensure outputs were inclusive and representative of our target demographics. 

We approached the process as if it were a production shoot: every detail mattered, and every iteration was an opportunity to level up the work. ​

 

But, we didn’t stop at images. We couldn’t, not when so much of BioCatch’s story is rooted in physical behaviors. Once the portraits were pixel–perfect, we imported them into additional generative AI engines, including Luma AI, to create short moving-portrait videos. Again, nuance and precision were the name of the game, and getting behavioral details right—like the exaggerated swipe of the Long Swiper and the hyper-speed of the Turbo–Texter—drove authenticity and resonance.​ With portraits and videos in hand, we launched organic social posts on LinkedIn and targeted display ads through 6sense and Influ2. A HubSpot landing page encouraged audiences to learn more about the role of behavioral biometrics in fraud prevention.  

Uniquely human campaign moves the needle

This campaign challenged the status quo of financial services marketing, replacing jargon-heavy messaging with engaging, personality-driven storytelling that resonated with decision makers. And the results speak for themselves: a 37% increase in branded search, a 113% lift in website sessions from target accounts and a 21% boost in organic rankings against competitors. These metrics underscore the campaign’s ability to not only build brand awareness but also drive meaningful engagement with key audiences that fuels future demand. 

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lift in organic search engine rankings compared to competitors

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increase in website sessions from target accounts compared to benchmark​

The future is people + technology

AI is moving at a spellbinding pace. Blink, and you’ll miss it. Best-in-class B2B marketing will require AI adoption that’s purposeful and operationalized—not just AI for the sake of box-ticking or fiddling around. This campaign represents a mutual commitment from the client and agency to lean into emerging tech with care, curiosity and consideration. We’re proud to be partners who think differently, navigate practical constraints and challenge perceived creative limits to imagine impactful work that moves the needle for the brand.  

"This work proved that AI in marketing can and should be more than outlandish imagery. Done well, it can drive big impact while keeping production nimble."

Jonathan Daly, CMO, BioCatch

Raymarine: A new life on a hundred-year story

Raymarine: 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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HealthEdge: A rebrand with an edge

HealthEdge: A rebrand with an edge

Digital solutions provider HealthEdge has a mission to help health plans transform from traditional organizations limited by siloed, manual solutions into transparent, modern digital payers. But as HealthEdge grew, that narrative became blurred. They needed a new way to unify and communicate that message to their customers and prospects—visually and conceptually, from corner to corner of their brand.

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A new look, launch and collateral

We provided a visual identity refresh, unified messaging and a brand story that elevates their platform. Anchored by the tagline “Become a digital payer,” we paired messaging around the idea of enabling a connective transformation with a strong, distinctly modern and sophisticated visual language.

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A sharper identity to match their vision

The new logo leverages an exponent that we refer to as “The Edge.” It’s suggestive of their evolving line of products and services and their mission to always push the healthcare industry forward. As we’ve been expanding their story and visuals, the one constant is HealthEdge’s desire to lead an industry that has been desperate for a voice. Our approach complements that notion in a way that’s visually impactful without being overpowering.

FIS: Hyper-targeted 1:Few campaign creates “More Than” a feeling

FIS: Hyper-targeted 1:Few campaign creates “More Than” a feeling

With the acquisition of payment processing company Worldpay, FinTech leader FIS had more to offer its customers than ever before. Problem was, the new Worldpay client base didn’t know about all the additional solutions FIS could bring to the table. Here’s how Marketbridge and FIS launched a highly targeted 1:Few ABM campaign that built awareness and drove action with key accounts.

A mission to change perceptions

For B2B retailers across the United States and around the world, 2020 was anything but business as usual. Facing significant and increasing complexity in achieving their goals—under the shadow of a global pandemic, no less—even some of the largest merchants have had to pivot, adapt and reinvent to stay in the game.

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The plan takes shape

Working with Marketbridge, FIS launched a highly targeted 1:Few ABM campaign aimed at raising awareness, changing perceptions and building relationships with senior decision makers at 13 existing top accounts, including many of the biggest companies in the U.S. retail sector. We started by assessing the state of existing company/contact data across key titles and target audiences and mapped value propositions for each of our 13 accounts. Data gaps were identified and filled. Personas added depth and a human lens. 

Account-customized creative connects and inspires

The lead creative was simple, smart and salient—and highly personalized by account. Through catchy, alliterative headlines, account-customized illustrations and brand colors that hailed the account without specifically naming it (at least at first!), the concept spoke to the power of reinvention for accelerated business success.

Early engagement sends strong signals

After only a few months in-market, this hyper-targeted campaign has delivered over 3.5M impressions and generated 10,000+ clicks—all from key decision makers at top-priority accounts. What’s more, all ad units are outperforming industry benchmarks, a testament to the power of such unique account-based personalization.

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“This campaign has set the bar high for future FIS ABM 1:Few programs. 
The “More Than” concept provided a strong creative foundation to engage accounts 
in a highly personalized and scalable way. And that’s what best-in-breed ABM is all about.”

— Christina Handy
| VP, Account-Based Marketing, FIS

Bitrise: Buckle up for a really good campaign story

Bitrise: Buckle up for a really good campaign story

Following a recent round of Series C funding, Bitrise—the world’s first and only Mobile DevOps company—needed to build mindshare and market share…and fast. To do it, they needed to convince tech leaders and their development teams at big financial institutions that when it comes to creating extraordinary app experiences, the best things in life aren’t free.

Making the case for mobile-first

Mobile has made huge leaps forward in the past couple of years. To stay relevant and competitive, organizations that jockey for consumer attention and membership, like banks and insurance firms, have to go all-in on apps. At the same time, developing for mobile has become infinitely more complex, and legacy approaches simply can’t cut it in a mobile-first world. Free, open-source platforms—the kind traditional web experiences are built on—were never made for mobile. And it shows, manifesting on the back end as sluggish builds, bottlenecks and a ton of manual (read: risk-laden) work.

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We needed to shift
the mental model

Bitrise had a strong product offering and an exciting brand. But to drive awareness and consideration, we needed to shift the mental model and convince tech leaders that investing in a Mobile DevOps platform and retooling their development protocols is better than having a mobile-first competitor snatch your customer base.

Selecting and segmenting for campaign success

Leveraging the predictive intelligence capabilities of ABM platform 6sense, Bitrise identified ~200 accounts in the financial services space that fit their ICP and showed a strong likelihood to purchase a solution like theirs. Marketbridge validated the account selection and acquired contacts to fill coverage gaps across the buying committee through sales intelligence platform SalesIntel. We segmented the audience into two groups—Practitioners (the DevOps doers) and Tech Leaders (the budget-holders), creating unique messaging and mapping content that would resonate with each audience’s motivations, challenges and goals.

Creative unites agility and security (Yes, really!)

The Bitrise brand is playful, confident and attention-getting. To amplify it for ABM, we needed to inject relevance for a finance audience whose main objective is maximizing app experience while minimizing risk. “Buckle up with Bitrise” became our rally cry, suggesting a sense of security but also an impending takeoff.

Our creative big idea focused on the elements of Bitrise’s platform that resonated strongest with our financial audience: the increased speed of development it offers teams and the comprehensive security features built into the platform.

The GTM play gets personal(ized)

The program kicked off with a “Surround & Nurture” play designed to capture attention and raise awareness. Channels and tactics included account-targeted media (display, native and social) and marketing-led emails that Marketbridge helped implement and deploy across their martech tools and platforms.

The most highly engaged accounts coming out of the “Surround & Nurture” play were funneled to a more highly personalized “Engage & Connect” outbound play focused on generating interest and engagement. Following outbound tactics, contact engagement was evaluated in Marketo using 6sense data and routed to Sales to begin an Outreach email sequence—which was automated on behalf of Sales.

The head-snap moment: account-personalized benchmark experience

Downstream in the “Engage & Connect” play, we directed contacts to a customized digital experience built and hosted in Marketo. Visually, the page was personalized with the account’s logo and name. But that wasn’t the exciting bit. Drawing on data from competitive intelligence platform Apptopia, we benchmarked the account’s mobile app performance against competitors across three key predictors of app store success. For some, the benchmark results were validating; for most, they were a wake-up call.

Buckle up for big results

The program saw wide reach and deep engagement across targeted accounts, and we added hundreds of new contacts into Bitrise’s marketable database for future campaigns. Additionally, we drove impact in buyer journey progression. Using 6sense to benchmark and track pre- and post-campaign buying journey stage movement, we pushed a third of accounts forward 1+ buying stage and grew accounts in Decision and Purchase by 44%. The campaign has gained traction in B2B awards circles as well. “Buckle up with Bitrise” was a finalist in the 2023 B2B Marketing Elevation Awards for Best Account-Based Marketing Program.

The team attributes campaign success to two key factors:

A highly automated campaign

That leveraged a strategic martech stack to deploy and coordinate the cross-channel experience at scale, reducing manual monitoring and management.

Meaningful use of personalization

Across the creative touchpoints, which helped the work stand out and sink in.

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Accounts moved forward 1+ buying stage

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“The level of personalization and automation [Marketbridge] brought to 
this campaign made all the difference. It up-leveled our execution to get 
our message in front of the right eyeballs.”

– Marketing leader | Bitrise

Graebel: An interactive DEI journey inspires next-level outcomes

Graebel: An interactive DEI journey inspires next-level outcomes

Diversity, equity and inclusion (DEI) has become an important part of many corporate agendas. Graebel knew that its experts could provide strategic recommendations and support to clients wherever they are on their DEI journey. But first, mobility leaders would need to recognize that they could be a catalyst for transformative DEI in their organizations.

Connecting the dots between global mobility and DEI

Prior to launching Graebel® DEI Consulting Services, a first-to-market solution in this space, Graebel, a leading global relocation management company (RMC), set out to educate key audiences about the potential role of the mobility team in building diversity, equity and inclusion. An interactive digital experience called the “Next-Level DEI Journey” became a key tool to build Graebel’s subject authority and inspire a new league of DEI change makers.

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Crystalizing a strong POV

To create this asset, we started with category and competitive research, as well as interviews with subject matter experts in both mobility and DEI. Observations and insights were synthesized into a point of view report, which led to a Unique Buying Proposition® (UBP) and a set of key messages. We then crafted a tight narrative to anchor the interactive journey and all supporting marketing materials. Boiled down to its simplest form, the beats of the DEI narrative were:

1. DEI is the right thing to do—from a cultural and business standpoint.

2. Mobility professionals are uniquely suited to unlock the potential of DEI. 

3. Graebel can help you take DEI from baseline activities to something transformative.

A next-level digital experience takes shape

Built on the interactive content platform Ceros, the experience begins by inviting users to jump into a path—Diversity, Equity or Inclusion. The user is then oriented to the journey, a spectrum of maturity in the context of global mobility.

Users explore the three stages of the journey, at each step unpacking what it means from the vantage point of the mobile employee, the mobility team and the organization. Like any great digital experience, it’s most interesting when you try it for yourself.

Persuasion through resonance and relevance

The strategic use of motion, color, iconography and navigational cues guide the user seamlessly through the journey paths while allowing them to pop in and out fluidly. We built persuasion into the experience in multiple ways: 

Quotations in the voice of the employee establish empathy.

Statistics add evidence and credibility to fuel cross-functional buy-in.

Actionable steps make progress feel within reach.

“What I love most about the DEI experience that we created together is its utility. Our sales teams use it in relationship-building conversations. Our client teams use it to gauge readiness and build roadmaps. And it gives prospective clients another great reason to consider Graebel.” 

– Tasha Johnson, VP Global Marketing | Graebel

Chevron: Influencer video series opens minds and inspires decision makers

Chevron: 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.

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