The company wanted to further build brand awareness and promote the benefits of its extensive product line-up to professionals within the automotive aftermarket. In short, WD-40® needed one central hub to make it easier for customers to access technical information, training, products, advice and insights – this is where auto:resource came in to help.
Information is key
By creating a collection of informative and educational pieces posted via auto:resource, WD-40® can now influence purchasing decisions and drive interest in its wide range of products, specifically its Specialist range, for its target audience.
This includes technicians and end-users such as repair centres, car dealerships, auto-centres, and MOT centres, as well as motor factors, distributors, wholesalers, and retailers.
Connection and collaboration
auto:resource, brought to you by automechanika, was launched last year following extensive research conducted to over 12,000 automotive professionals, who made it clear there is a need to inform and connect the industry via a central digital hub.
By joining auto:resource WD-40® now has an engaging online platform to connect directly with its target audience – the end customers – which complements its existing channel strategy and enabled the brand to develop and share meaningful content.
For a 360-collaborative approach, WD-40 incorporated its auto: resource profile into its own marketing plans via the ‘WD-40® Live Life Hands On’ Flexible Straw campaign.
WD-40 also included links on its social media channels and in email marketing campaigns that were sent through other magazines in the industry.
Commenting on the success of WD-40® and auto:resource, Gurpreet Pawar, Trade Marketing Manager for WD-40®, said: “We are always looking into ways in which to extend our product reach into the UK aftermarket sector. The timing for linking up with auto:resource could not have been more pertinent. Flexible – our unique and fully pliable ‘straw’ that delivers our famed Multi Use Product with precise accuracy – was relatively new to market and we wanted to further raise its profile and we are constantly looking into ways in which we can further educate professionals into the benefits our Specialist range brings. auto:resource has been effective in allowing us to host our regular content in one central hub. The platform is simple to use and fitted perfectly into our wider channel strategy.”
Hayley Evans | Mark Field
Impression Communications Ltd.