How could we get the brand get out of the exceedingly competitive and surprisingly uncreative motor oil landscape that still relied almost completely on television ads, racing sponsorships, and official sponsorships of major sports? How could we lower the barrier to entry for first time oil changers and thereby grow our target?

Let’s meet the audience where they are and give them the tools they need.

With this in mind, Valvoline decided to create a content platform where they could not only implement a powerful CRM strategy and gather data about their consumers, but where they could also make the brand synonymous by hands-on expertise and helping validate younger DIYers with tips, tricks, and cultural relevant automotive material.

Through the course of the year, the Never Idle mantra incorporated numerous campaigns, with an emphasis on online execution. Valvoline created a robust catalog of original content under the Never Idle umbrella and leveraged media partners, sponsors and celebrity PSAs to add to the mix. Initiatives included a hyper-focused effort to capitalize on the expanding high-mileage segment and ultimately the content strategy that birthed TeamValvoline.com. This site was developed with 100% original, custom content, ranging in topics from car clubs and an homage to the ’76 Chevy Laguna to DIY tutorials and even an episodic series with Cable TV’s Frank Fritz. Some of this content was also behind a membership wall, to capture email addresses and grow our digital community.

Additionally, we leveraged influencers to show us their #NeverIdle spirit; collect images for use on Instagram and other social channels while gaining more affinity through alignment with cultural ambassadors.

Helped Valvoline achieve record profits for the year

Helped the brand achieve #1 in social in category in the U.S.

Garnered more than 5 Million visitors to TeamValvoline.com

Increased CRM community by 400%

Grew social following by 97%