Evolution of An Old School Icon
Paige Perdue & Sarah Kotlova
How does an old-school brand in a low-involvement category approach new media opportunities? How are the marketers at WD-40 Company changing their approach and reshaping their communication tactics by relinquishing control?
From a fear of YouTube to a brave new brand, WD-40 Company has made major strides in the digital space in partnership with their agency, Geary Interactive. Come learn how business needs translate to Internet strategies, momentum and a whole new world of customer activation. Come also learn the secrets of a productive and energizing relationship between an iconic brand and their agency, including tips, tricks and some dirty laundry.
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Background
WD 40 the product is in 8 out of 10 households in the U.S. WD-40 the company has a brand portfolio that includes Blue Works, 2000 flushes, Carpet Fresh, Spot Shot.
Paige Perdue has been with the company for 14 years and was recently named the Director of Digital Marketing at WD-40. Three years ago Paige was asked to revamp the website and enlisted the help of Sarah Kotlova (VP of Strategy & Client Services) at Geary Interactive.
Their job requires them to make many people happy.
Their key audiences are customers and end users. They must also satisfy the Brand Managers, Agency Partners and Sales Force. Ultimately, they are focused on prioritizing the end user.
Web marketing goals
- create a valuable portfolio of products with unique personality and positioning.
- service multiple audiences through relevant content
- bring products top of mind
- cross-promote and sell products
- support global infrastructure
- support and expand in-store and other media efforts
Approach
- The digital case requires constant conversation, measurement and evaluation.
- Research reflects online interest in researching products and searching for bargains
- Understanding consumer behavioral hooks and influencers is critical as is meeting customers where they are online
- Balancing brand values with consumer interest
Work
Creation of portfolio web properties supporting brand-specific personalities
Enhanced site architecture for transitions between brand and persona groups
Website
- Persona development: content is crafted for unique personas who engage with WD-40 company and its brands.
- Cross Promotion: Brand-specific websites feature a similar structure, but prominently feature each bran.
- Calls To Action: Emphasis was placed on call-to-actions, so consumers and retailers alike can turn to the web properties for promotional and product information.
Traffic has surged on the www.wd40.com site.
Inclusion of Material Safety Data Sheet (MSDS) downloads which used to be handled on an individual basis is a popular feature saving resources.
Reviewing failed search terms to assist consumers has helped them refine their strategy.
A site was also created for the company www.wd40company.com to address corporate questions.
Promotions & Sweepstakes
2000 Flushes-Best Seat In The House
The toilets in the U.S. are flushed more on Super Bowl Sunday than on any other day of the year. Yes, even more than Thanksgiving. This stat informed this campaign aimed at women. Sweepstakes results showed a 944% increase in same day traffic. There were 235,000 contest submissions. This promotion also helps the brand sell-in with retailers.
For the 2000 Flushes program, Geary promotes an annual sweeptstakes that opts subscribers into email from wd40 Brand
Results: 65% CTR 21%open rate
Social Media
With 100k Fan Club members offline and a history of support and fun, WD-40 was well poised to embrace social media.
WD-40 began under the radar with ‘The Last Straw Tour’ starting a Ning community during this campaign which later reached 10,000 members. Brandweek covered this campaign.
Sarah attributes their success to the brand’s honest and authentic approach.
Goals
- Gain targeted awareness & affinity
- involve users in brands and culture
- original and personal content
- increase outreach activity
- Offer most valuable consumers access to social capital
They began by listening and learning setting up monitoring services
They planned their contribution creating a conversation calendar
Their social media foundation was also informed by WOM Code of Ethics, Guidelines for Participation (using some of IBM’s Best Practices), Training and use the United States Air Force Base Assessment Tool
They then launched Twitter, Facebook and Online Fan Club Web Site
Twitter Page tactics include: daily topical tweets, retweeting relevant content that connects with audience interests
Facebook Page tactics include engagement tools
WD40 Fan Club online membership is still being built. This serves as a testing ground for some of their social media topical areas.
Can Hand video campaign
Success for WD40 is defined as
- Engaged Fans
- Active community members
- Increasing Share of Voice
Examples:
10k+ Facebook friends (average 150+/week)
Average 11.8 interactions per post
Since participation in Social Media, WD40 brand mentions online have increased 72% in 12 months
Average 175-250/day
10x nearest MPL competitor
Journey
Theirs includes wins and fails. Paige has to champion her role within the organization and is always cognizant that these are all unfunded mandates.
Lessons learned:
- Phase your projects
- Watch expecatations ( and adjust when needed)
- Be your own PR
- Listen
- Be agile and flexible
- Never stop learning
Finally…
- be patient
- share/borrow best practices
- pimp yourself
- surrender
- remember the journey never ends
- enjoy the ride!
