CASE STUDY: MOTOR OIL MATTERS

ISSUE:
With the economic downturn driving financial pressures in 2009, and consumers making the decision to maintain their existing vehicles versus purchasing something new, Shell Lubricants looked took a leadership role in educating consumers to help them make informed decisions when choosing motor oils. Shell Lubricants tapped Coyne PR to help design, develop and implement an educational campaign that would raise both consumer and trade awareness about the vital role of high-quality motor oil.

IDEA:
Coyne Public Relations worked closely with Shell Lubricants to develop a multi-layered comprehensive trade and consumer education program to support the company’s Motor Oil Matters concept.

The program centered around the design, development and launch of the website www.motoroilmatters.org to serve as the information hub for consumers looking to find facts about motor oil, and a resource for installers and distributors to help them grow their customer base and better serve their existing consumers.

To reach key industry and trade media, Coyne PR implemented an extensive trade outreach program that included strategic regional speaking engagements for installers in Shell Lubricants’ key markets, featuring an expert spokesperson.

To spread the word to consumers, a New York City media blitz paired with a national satellite media tour were used to launch a comprehensive outreach program. In addition, a generic b-roll package was distributed across the country via satellite to TV stations in major media markets, and an audio news release was seeded to national and local radio stations nationwide.

Coyne PR continued the conversation online by engaging the growing number of women influencing motor oil purchases for their vehicles with relevant contests and giveaways.

IMPACT:
The launch of Motor Oil Matters and www.motoroilmatters.org was a huge success for Shell Lubricants and Coyne PR!

Through aggressive media outreach, highly targeted regional events and additional program tactics to publicize the campaign and its benefits to trade and general consumers, more than 2,350 stories were generated for the initiative garnering more than 35 million consumer impressions.

Additionally, in the first six months the campaign’s broad consumer launch, approximately 50,000 visitors headed to www.motoroilmatters.org, and the web site continues to receive thousands of views each month.