NLT Services
Fractional CMO Services, Growth Planning, Strategy & Ideation, B2B Channel Marketing, Key Account Promotions, Digital, In Field & Retail Activations, Master Consumer Content Planning, Sponsorship & Partnership Marketing, Joint Promotions, Consumer Database Growth
Challenges
- Channel Segmentation/Growth: Tailoring channel specific models/programming
- Category Perception: Alter the consumer perception of getting an oil change (DIY or DIFM) from a ‘grudge purchase’ to a ‘better experience’
- B2B Brand Preference: Establish Castrol as the preferred oil brand for independents, automotive dealers, chains & mass/big box channels
- Consumer Database Digital Branding: Create, build & grow the Castrol national consumer database for future outreach initiatives
- Digital Transformation: Building a new multi-channel social platform to serve B2C & B2B Canadian drivers
Next Level Thinking
- Refresh, reposition & relaunch the Castrol B2B trade marketing model
- Co-create channel specific marketing programs – independents, automotive dealerships, chains & mass/big box
- Create omnichannel marketing calendar to various DIFM & DIY consumers nationally to ignite consideration for Castrol Oil at retail
- Develop proprietary annual events for retailers & consumers to rally around
- Sponsor & partner with premium brands & properties to differentiate & accelerate awareness & revenue growth
Results
- Successful recurring sell-in & revenue growth of Castrol’s seasonal product portfolio to leading independents, chains, big/box & mass retailers nationally
- Y.O.Y growth of consumer database including email, social & SMS
- Transformed brand image, go to market model & B2B perception of Castrol
- Exceptional B2B trade event/engagement programming
- Created 6 unique & memorable proprietary equities for Castrol Canada: Go FIFA World Cup Crazy,Freefall & Win, Castrol Casting Call, iPad a Day Giveaway, Castrol’s Best Experience Ever
- Awarded an extended 5 Year Agency of Record (AOR) for Wakefield (Castrol Canada)
