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.
“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.”
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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