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Mobil 1

  • Case Study
  • #d2d7ef
  • #20252c
  • Synthetic Lubricant
  • Array
  • 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.
  • Array
  • 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
  • Array
  • 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.
  • Array
  • 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.

  • 351
  • Increase in website users
  • 96.49
  • 16,842 conversions recorded
  • 188
  • SEO organic traffic growth
  • #20252c
    #d2d7ef
    Industry
    Synthetic Lubricant
    Services Provided
    Marketing, Website Build
    The 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.

    0 %
    Increase in website users
    0 %
    16,842 conversions recorded
    0 %
    SEO organic traffic growth

    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.