The challenge

To encourage Texaco Lubricants’ distributors to harness social media for better business, brand and product awareness within their geographies.

The campaign was created to provide Texaco Lubricants’ distributors, across seven European countries, covering three core markets (consumer vehicles, commercial vehicles and industrial applications) with easy access to a multimedia library of pre-written and pre-approved digital content, including text, images, and film, for use on their social platforms.

The Torque digital team was tasked with finding a simple way to secure stakeholder buy-in to the new resource library, as well as motivating partners to implement a robust social media strategy in alignment with Texaco Lubricants’ own programme of digital activity.

How Torque helped

An internal marcoms strategy was drawn up, to provide regular communications between Texaco Lubricants and its distributors in relation to utilising the multimedia content library.

This steady flow of information, in the form of a personalised email newsletter, with live links to the library and downloadable content, opened a two-way street for communication, between Texaco Lubricants and its partners.

The team at Torque now build a detailed monthly newsletter, complete with friendly and informal welcome copy. The newsletter is packed full of ready to use, engaging social media content which can be accessed at the click of a button from the multimedia content library. For even greater ease of use, content can also be taken straight from source, as required.

To encourage implementation of content, the corporate newsletter also includes helpful social media advice and best practice, as well as admittance to a private Facebook group, set-up and managed by Torque. There, stakeholders can seek support from the Texaco Lubricants team and each other, in a forum designed to facilitate dialogue between distributors and the brand.

Results

Working to deliver the campaign within a limited timeframe, the team at Torque created all required assets and content ahead of schedule and within budget to roll-out the first Newsletter at the start of the year (2021).

Since then, the agency has witnessed an average Newsletter open rate of 60% vs 18% industry average, and a click through rate (CTR) of 40% vs 2.6% industry average, beating all set campaign KPIs within the first three months.

As such, stakeholder social media activity has increased across all geographies, allowing the brand to reach new audiences and maximise exposure and awareness, while also pushing traffic to the Texaco Lubricants Europe website.

If you would like to discuss implementing a similar approach in your business, get in touch – hello@torqueagencygroup.com