For the young adults (18-34) who want to be seen as car experts and the confident DIYers (35-64) who truly know their way around an engine, working on your own vehicle means something. They're not just saving money; they're continuing a tradition, connecting with their vehicles, and experiencing the satisfaction of solving problems themselves – values that extend far beyond the garage.
Valvoline
Building Community Around Commodity and Shifting Valvoline to #2 Without Talking About Oil
The Big Challenge:
Fewer than 1 in 10 Americans change their own oil, and those who do only think about motor oil 2-3 times a year when it's time for a change. And when they do think about motor oil, most believe all brands perform the same. As a brand with just 14% market share, we needed to find a way to connect with DIYers and show them Valvoline isn't just trustworthy – it's a brand they could feel proud to use.
The Big Insight:
How we went big:
The "Never Idle" campaign was an approach that completely reframed motor oil marketing by focusing on human values rather than technical specifications. We crafted philosophical short films narrated by modern thinkers that tapped into deeper motivations rather than product features. This strategy transformed typical category conversations into meaningful dialogues about passion and purpose. These elements were created with both general market and Hispanic audiences in mind, speaking to their independent spirit through approachable, inspirational content.
How we went bigger:
Team Valvoline, a comprehensive content hub and community platform that allowed us to provide targeted content – helping new DIYers gain confidence while giving experienced mechanics the technical detail they craved. We created a community that celebrated the hands-on spirit shared by our brand and our consumers, increasing touch points from 2-3 times a year to regular, ongoing engagement.
- Team Valvoline became our digital home base – a place where DIY enthusiasts could find valuable content that was informative without being dry, educational without talking down to them, and thought-provoking without being overly serious.
- The hub featured content across key categories: DIY/Maintenance tips, Legacy and Racing stories, Car Culture topics, and exclusive content created by trusted auto influencers who spoke the language of our audience.
- We developed a loyalty program that rewarded engagement, offering unique prizes like signed merchandise and one-of-a-kind experiences that gave users reasons to keep coming back.
The Big Results:
#2
In retail sales
#1
Social following among all motor oil brands
5M+
page views for Team Valvoline
138%
increase in social referrals
Awards:
