KILLER CONTENT
AWARDS
2025
CATEGORY
DESIGN CONCEPT/THEME
Valvoline™ launched its first B2B-only campaign to spotlight the value of deep, long-term partnerships with its business customers. The campaign emphasized that customer success is Valvoline’s success, highlighting both product excellence and the company’s broader business support.
Key Elements:
- Messaging Strategy:
- Focused on partnership beyond products, differentiating from competitors.
- Crafted to inspire trust, confidence, and curiosity across all installer segments.
- Delivered through a style guide with tailored messaging for paid media, emails, sales tools, and more.
- Visual Design:
- Clean, bold, and on-brand aesthetic reflecting Valvoline’s 150-year legacy.
- Featured confident, channel-specific models backed by the Valvoline logo to symbolize strength and reliability.
- Fonts and layouts chosen for clarity and impact.
The campaign successfully resonated with its target audience, with metrics confirming its strong performance and message alignment across channels.
THE RESULTS
- ROI Achieved: Full return on production and development costs within 8 months.
- Adoption: Widely embraced by sales teams and customers; became a core part of sales presentations and collateral.
- Performance: Impressions and awareness nearly doubled click-through rates vs. the previous year. Highest click rates ever recorded for Valvoline Global’s B2B audience.
- Strategic Impact: Enabled a multi-year, cost-efficient strategy through strong pre-planning and adaptable content. Reinforced Valvoline’s brand legacy and built long-term equity.
- Business Outcome: Contributed to increased Compound Annual Growth Rate (CAGR), demonstrating how smart strategy and consistent branding can drive lasting business impact.
