Reverse a decade-long increase in owner defections and decline in consumer sentiment against CITGO, an oil company that was increasingly seen more as an overseas oil conglomerate, than a neighborhood gas station. Oh, and do this with a budget that was 8 times less than that of their competitors' spend.
Research led us to an insight that told us consumers were almost completely unaware of the fact that every CITGOÂ gas station was locally-owned — and gave back heavily to their communities. In essence, they were “Fueling Good.”
So BVK developed the “Fueling Good” Road Trip. A year-round social campaign that followed the exploits, in real time, of two social-media savvy buddies, Adam and Diego, as they traveled across the country. Along the way, they visited locally-owned CITGO stations, explored local areas and shared stories of the impact that these owners were having in their communities.
At the center of the experience was the Fueling Good website and social community, where consumers could view and comment on road trip highlights and image galleries. Where other advocates of local good could connect. And where fans could nominate local organizations for funding and even direct the course of the Fueling Good Road Trip.
All with the goal of championing the local CITGO owners and showing that they are good and caring people who are an intricate part of their local neighborhoods.
Impressions Generated
520m
New Facebook Fans
100k
Youtube Views
1m
The campaign was immensely successful within the category, improving sentiment for CITGO and its core values particularly with one of the brands key demographics:Â Millennials. More importantly, research showed that awareness the Fueling Good Road Trip became one of the primary purchase drivers for the CITGO brand.