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