Creating an Irresistible Consumer Proposition #KeepGoingWithHavoline
Project Scope
In May 2018, Precise was contacted to create an irresistible case for the market re-entry of Texaco Havoline under the Forte Oil Marketing Umbrella using largely digital media.
Objectives
To provide opportunities for in-depth engagement on the value of Texaco Havoline synthetic oil as opposed to the mineral-based engine oils available in the Nigerian market.
To promote Havoline synthetic oil, we create opportunities for consumer engagement and lead generation. Mobil 1 was the only synthetic oil available before the re-entry of Texaco Havoline.
Our Approach
Step one
The agency created a thematic campaign: Keep Going With Havoline.
Step two
The agency began its digital campaign with a teaser, #WhatKeepsYouGoing? to get people talking about their mobility experiences and create a buzz from which the Havoline campaign will take off.
Step three
The agency planned and executed a full-blown online campaign lasting six weeks, using social media influencers and online ads to project Texaco Havoline’s value proposition and align that with Forte Oil’s stable car-care and mobility products.
Result
We reached over 2.4 million unique Twitter users and made over 29 million impressions with #WhatKeepsMeGoing.
#WhatKeepsMe is trending in Lagos and Nigeria.
#WhatKeepsMeGoing had lots of engagement in retweets and replies on Twitter and likes and comments on Instagram.
#KeepgoingwithHavoline had high engagement on Twitter, with 5732 retweets.