KILLER CONTENT
AWARDS
2025
CATEGORY
Chevron Lubricants aimed to shift the commodity mindset around engine oil and raise awareness about its impact on operational performance. In collaboration with Marketbridge, the company developed a social-first video campaign that balanced entertainment and education to avoid overwhelming their audience with technical details.
Key Elements:
- Focused on three key areas affected by engine oil: Durability, reliability, and efficiency.
- Targeted LinkedIn and Facebook, using a roundtable discussion format to make technical content relatable and engaging.
- Influencer Bryan Furnace (Diesel & Iron) hosted the discussion, leveraging his credibility as a heavy equipment operator and established YouTube presence to boost authenticity.
Campaign Phases:
- Phase 1: Teased the video series through social posts.
- Phase 2: Released 16 posts with thought-provoking questions, driving traffic to a content hub featuring the roundtable videos.
- Content was repurposed into snackable formats to extend reach.
The campaign effectively used influencer-led conversations to inform and inspire the audience while maintaining credibility and clarity.
THE RESULTS
The primary objective of this campaign was to get operators thinking about their choice of engine oil as a strategic business decision and to move them to engage with educational assets. The roundtable conversational video series garnered 435K views and 4M impressions at 1/3 the cost of the CPM benchmark. The social content resonated extremely well with Chevron’s target audiences and has consistently been Chevron Lubricant’s top-performing content since launch.
Additional highlights:
- 4M impressions
- 11.6K link clicks
- $0.02 cost per action
- 1.6M engagements
- 435K video views
