Chevron, a leading global fuel company, planned to launch a fuel additives brand, Techron, in China. They approached us for a “disruptive go-to-market” strategy in China where the fuel additives market is dominated by over hundreds of local brands, whose product benefits and propositions are never clearly substantiated and most of the consumers don’t feel the urgency in the problem fuel additives are designed to fix.
To find a breakthrough point for Techron to enter the market, we proposed to find truth and opportunities through social buzz which including the most popular micro blog site in China, 86 industry vertical sites (both country wide and regional wide) and 15 wiki typed Q&A websites. We wanted to get deep insight to identify the target audience’s needs and intention of the car maintenance category, and then translate the insight into a campaign idea for Techron brand official launch event in China to make car owners realize fuel additives are necessary.
During the data analysis, “Carbon deposit problem” was identified as a major category opportunity that made existing consumers willing to try fuel additives to solve the problem.
In order to act on the consumer insights effectively, we created an “invisible darkness” art exhibition to visualize the intangible and invisible.
The “Invisible Darkness” offline exhibition attracted a big online and offline target audience. Over 80 million ad impressions and it was estimated that more than 10 million car owners were exposed. Over 485 million impressions on social posts and 234,000 teaser video views were achieved. The engagement rate on campaign site reached 55%, five times improved from the same time from previous month.