CITGO. Fueling Good.
Consumer & Retail
In a world of apathy towards gasoline brands, it can be difficult to convince consumers that they should visit one gas station over another. Enter the “Fueling Good” Road Trip, starring Adam and Diego, two social-media savvy guys touring the country in a branded van. Along the way, they met CITGO owners, customers and recipients of CITGO goodwill, all while telling the story in real-time on social media channels. The Fueling Good Facebook page exploded to more than 114,000 Likes, and the duo’s entertaining and heart-warming videos received more than 1.2 million views on YouTube. And studies showed that 75% of consumers were more likely to purchase CITGO gas after seeing the campaign. Achieving the campaign’s goal of both building an active social community while also shifting consumer’s perception of the client from being just another oil company to an important part of the community.
More importantly, research showed that awareness of the Fueling Good Road Trip became one of the primary purchase drivers for the CITGO brand.
