Breaking Barriers for

castrol

A Proven Digital Platform to Directly Engage Target Audiences Beyond Service Providers

Client:

Castrol

Service:

Tech Solution - Enterprise Digital Solution

Industry:

Industrial oils and lubricants (Oil and Gas)

Target Audience:

Automobile mechanics and field-related influencers

A hybrid mobile delivery platform built to connect mechanics directly with the Brand via Castrol's field force.

castrol

Objective

Forge a robust connection with the mechanic community to bolster advocacy for Castrol, a leading global lubricant brand. The challenge was to engage a tech-averse audience that, despite limited technological adoption, wields considerable influence due to their expert recommendations in vehicle maintenance. The aim was to leverage a tech-based tool to bridge this gap and enhance brand loyalty within this key demographic.

Solution

To overcome the challenge of engaging a technologically resistant mechanic community and enhancing brand advocacy, we deployed a robust digital platform designed with the following solutions:​

Direct Engagement

The platform established a direct communication channel with mechanics, bypassing traditional intermediaries and fostering a closer brand connection.​

Incentive Program

It incorporated an incentivization system for field workers, motivating them to actively participate in and support the advocacy program.​

Sales Growth and Loyalty

By leveraging the advocate network, we achieved a significant increase in sales and expanded the brand’s loyal customer base.

Digital Transformation

The platform facilitated the digital engagement of the mechanic community, creating new opportunities for program activation and interaction.

Empowerment of FMRs

Field Marketing Representatives were equipped with advanced tools to effectively manage their territories and influence local markets.

Enhanced Data Collection

It improved data collection and synchronization across the distribution system, ensuring cohesive and efficient operations.

Comprehensive Advocate Database

Developed a substantial database of over 160,000 brand advocates within 10 months.

Regional Market Activation

Activated garage-level market potential to drive effective regional acquisition and retention strategies.

High Engagement Capability

Managed over 30,000 unique engagements per month, ensuring broad reach and interaction.

Third-Party Integration

Integrated with third-party platforms such as Fastscan for seamless coupon scanning.

Offline Functionality

Included an offline sync option to cater to areas with poor network connectivity.

Cross-Platform Support

Compatible with both Android and iOS devices, providing broad accessibility.

The analytics & AI platform enabled repeat engagement with the most engaged advocates while keeping track of content performance. The system automatically predicted the mechanics with high potential and targeted them to extract higher business value.​

Castrol

Results

Castrol Connekt enabled the brand directly connect with its influencers, contributed to rise in sales and inflated the loyal user community.

Successfully registered 500,000 + mechanics, creating a vast network of brand advocates and field representatives.

Four major brand campaigns demonstrated significant sales growth due to the app’s capabilities:​

25%

increase

Castrol MAGNATEC​

Enhanced Engagement ​The app facilitated diverse engagement activities, including videos, photos, quizzes, and polls, fostering robust interactions between the brand, its advocates, and field representatives.​

21%

increase

CRB MINI TRUCK

Real-Time Performance Tracking ​With real-time data capture and offline sync functionality, stakeholders could continuously monitor sales performance and make informed decisions.​

11%

increase

CRB TURBOMAX​

Precise Incentive Distribution ​ Fastscan-verified functionality ensured the accurate distribution of incentives, boosting motivation and performance among mechanics.​

9%

increase

POWER1​​

​Result-Focused Advocacy The platform effectively drove brand advocacy across the targeted region, leading to a verified increase in sales and enhanced brand presence.​

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