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.
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.
Industry
Synthetic LubricantServices Provided
Marketing, Website BuildThe brief
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.
The Objectives
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.
The Challenges
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
The Execution
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.
The Results
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.