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CSI & Castrol
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Fueling Castrol with Social at SEMA

Awareness Increase

Social Engagement Increase

Booth Traffic Increase

The Challenge

Castrol was looking to make a splash at SEMA, the second largest automotive show in the world. They had not had a presence at the show for two consecutive years, and wanted to re-establish themselves as a powerhouse within their segment.

The goal was to increase traffic from quick-lube owners and managers to the booth for training, and to raise awareness of new technologies and race sponsorships.

Services

  • Market Research
  • Strategy
  • Event Marketing
  • Video Production
  • Creative
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The Insights & Strategy

A full review of the competition's presence at the SEMA show was conducted, as well as interviews with key internal staff, and primary and secondary research with quick-lube owners and managers revealed several opportunities. Here is what we found:

• Castrol could have a unique offering at the show in the form of live celebrity shows that could be pre-registered for
• Account-based marketing tactics promoting the registration directly to quick-lube owners and managers is the best way to drive engagement
• Facebook was the key social platform amongst the segment, so utilizing Facebook Live as a streaming platform would help keep costs under control, and reach the audience where they were

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Our Solution

CSI honed Castrol's SEMA strategy around a branded content campaign that would promote its booth as the place to be during the show!  We produced a list of celebrity interviews at the booth and live-streamed the entire thing on Facebook.

We also created a dark social campaign to build an audience while educating and promoting in-booth activities, which included live interviews, training, technology and sponsorships that launched four weeks prior the show on social media and targeted the intended segment with relevant imagery and messaging. 

 

 

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The Results

Before the SEMA show, Castrol clocked in an average of 926,000 unique engagements on Facebook. After the show, they saw:

Increase in Booth Traffic YoY
Facebook Live views
Booth Visitors Trained in 3 Days

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