16 content marketing - Total uhura

CONTENT MARKETING CAMPAIGN | TOTAL EXCELLIUM GERMANY TOUR

TOTAL EXCELLIUM GERMANY TOUR THE PROJECT

EXCELLIUM is the premium fuel that ensures exceptional engine cleanliness. For the content and social media campaign 2015, an editorial team of photographers, video- and social media editors celebrated the love for cars. Through dialogs they taught knowledge and helpful information to promote TOTAL EXCELLIUM. As a result the campaign reached 16 million Facebook fans and 1.8 million interactions in only eight weeks.

THE MISSION

Fuel is a low interest product, the market is highly competitive and its customers show low brand loyalty. To differentiate from other competitors and to increase market shares TOTAL created the premium fuel EXCELLIUM that has been optimized with specific detergent additives to clean the engine’s vital components while driving and thus allowing it to last longer.

The main targets of the eight-week campaign were to increase the name recognition of EXCELLIUM to convince costumers of the advantages and benefits of the premium fuel. Another aim was, at least, to increase the sales.

THE STRATEGY

The comprehensive data of comments in TOTAL’s social media channels proofed that potential costumers have a high demand for information and that emotional reasoning has a big impact on the choice of fuel. To make it a success, the social media and online content of the campaign should meet these special needs.

WHAT WE DID

On the EXCELLIUM tour through Germany the editorial team of Uhura met an Oldtimer enthusiast, a car blogger, a learning driver and a taxi driver, who all generated emotional, rational and convincing content. Funny and interesting videos, insights, reports and posts showcased the tour online, on mobile devices and on social media channels for eight weeks. The transition from on- to offline was made with the world largest social navigation app - WAZE - in which, the content had over 1.7 Million views.

THE OUTCOME

16 million Facebook users followed the protagonists on their exciting tours. The users shared their experiences and informed themselves about the premium fuel EXCELLIUM. With more than 1.5 million video views and a user engagement of 1.8 million interactions the results were wide above all expectations. Also, 25,000 tour guides to TOTAL stations were realised via Google’s social navigation app “Waze”.

While analysing all interactions, all comments and doing an A/B test at the end it came out, that the name recognition of the fuel doubled within the involved target group and additionally, 30% of the users said that they already have used EXCELLIUM fuel.