Mobil 1

Mobil1 Oil – the product of international mega-brand, Exxon, was in a serious state of stagnation when they first approached us about reigniting their brand, their marketplace stake, and their digital ecosystem – to the point they were on the verge of becoming just another cog in the machine.

This is a common position for “household name” brands who don’t regularly invest in their brand and its marketing strategy – to somehow become a piece of invisible furniture in the room – when someone mentions it, you notice it, otherwise it kind of fades into the ubiquitous background.

What we pitched and what we successfully achieved for Mobil1 Oil kickstarted a profound resurgence of its brand and further secured the future of its employees, manufacturers, and stakeholders for years to come – the kind of security in business that only comes when you prove yourself beyond a doubt, an asset to your parent company.

When we sat down with the heads of Mobil1 Oil, it took a little unpacking of the origins, the past, and the present state of its brand to find a solid set of achievable objectives to dig into:

• Re-introduce Mobil1 into the Australian market and position the brand as the leading synthetic lubricant in the country.
• Develop an entire digital ecosystem.
• Re-establish strong retail placement validation – ensuring customers know where they could purchase the brand
• Build brand presence, awareness, equity, and share of search back within the market.

Of course, we don’t relaunch a brand without a few meaty challenges in the way:

• To relaunch back into the Aussie market with minimal support from their corporate brand (Exxon)
• Ensure that major sellers (Super Cheap, Autobarn, etc) remained the key focus for commercial outcomes, leveraged off the back of digital efforts.
• Ensuring that respective campaigns drive competitive messages
• Introduce an e-comm platform without being seen as “competing” with major retailers

We tackled this monolith challenge the only way we should: with a strategy-first approach, patience, and a bit of creative flair. To break it down into 4 clear avenues, we simultaneously tackled Website Build, Google AdWords Management, SEO Management, and Social Ads Management with studious precision according to the objectives previously established.

• Website
  – Designed and developed an independent website representing the brand and its performance-orientated nature. The only Mobil1 website in the world which exists outside of the Mobil1 digital ecosystem.

• Google AdWords Management
  – Google was mined for targeted relevant keywords to expand the reach and get laser-targeted clicks back to the website. Ads focussed on maximizing quality scores, view of outranking competitors
  – Campaigns regularly sifted for search terms/adding negative keywords, monitoring performance, etc

• SEO Management
  – Mobil1 required a robust SEO strategy that would help build brand awareness and organic traffic.
  – General audit, On-page reviews, Keyword and Competitor Research, Content Planning & Correction, Off-page SEO.

• Facebook/Instagram Ads Management
  – Content cascaded which was aligned with tactical marketing funnels (all levels) and targeted towards enthusiasts.

You want results? We got results baby! While these numbers may be a bit dense to the average ready, check out those % increases – it’s not just numbers on a chalkboard – it’s real, trackable, and tangible improvement on all avenues of brand placement, sentiment, and sales.

Website:

Creative rich content delivered optimal results from a UX perspective
–    +351.63% increase in total users to the website YOY between 2020 (22,573 users) and 2021 (101,947 users)

Bounce rate remained stable and pages/session were optimal.

Conversion rates delivered positive results completed the need for great ROI.
–    +1117.81% spike in total conversions on the new website YOY between 2020 (6,691 conversions) and 2021 (81,484 conversions)

Google Adwords (July 2020 – June 2021):

Google campaigns solely delivered 17,454 in total users to their website (majority new users)

16,842 conversions recorded which equated to 96.49% conversion rate

SEO (July 2020 – June 2021):

Fantastic levels of organic traffic growth
–    Total sessions rose +188.31% YOY between 2020 (2,738 sessions) vs 2021 (7,894 sessions)
–    Total conversions rose +1329.34% YOY between 2020 (242 sessions) vs 2021 (3,459 sessions)

Direct traffic also increased over this period

Facebook:

“Factory Fills” Campaign
–    254,441 Reach
–    568,253 Impressions
–    13,495 Link Clicks

“Brand Awareness” Campaign
–    74,199 Reach
–    208,918 Impressions
–    4,492 Link Clicks
–    45,806 Video Plays

To wrap things up, what we set out to achieve for Mobil1 Oil – we did. Without breaking budget, without drama, and without fanfare. Because that’s what we do – when we sit down with our clients, we want to unpack exactly where things are going sideways and address it head-on, in a methodical, reasoned manner, that produces results you cannot deny.