Castrol Connekt
A proven tool for businesses looking to strike at their target base which is walled behind service providers or intermediaries
Objective
Establishing a strong relationship with the mechanic community to nurture and enhance advocacy for a globally renowned lubricant brand
Challenge
Reaching out with a tech-based tool to a community which is mostly technologically challenged. However, for its proven expertise, dispenses suggestions which are accepted as the last word when it comes to vehicle maintenance.
Target Audience: Automobile mechanics and field-related influencers
Solution
Key Features
- A digital platform which assists in targeting a community and increases brand advocacy while incentivizing field workers
- Enables the brand to connect directly with its advocates
- The network of advocates contributed to rise in sales and inflated the brand-loyal community
- The platform digitized and engaged the mechanic community and opened a new portal for program activation systems
- Empowers Field Marketing Representatives (FMRs)
- Transformed data collection and led to all cogs in the distribution system working in sync
- Helped build a database of more than 160,000 brand advocates over a period of just 10 months!
- Activated garage-level market potential to drive regional acquisition and retention strategies
- The platform is capable of handling 30K+ unique engagements in a month
- Compatible with 3rd party platform – (Coupon Scanning platform-Fastscan)
- Offline Sync option for areas with poor network
- Compatible with both Android and iOS Devices
Key Success Factors
- Target-based activity tracking of Marketing Executives
- The app enabled one-to-one and one-to-many engagement activities between the brand, its advocates and field representatives
- Activities can be in the form of Videos, photos, quiz, poll quiz, etc
- An active helpline supports the app to resolve related issues
- A dynamic tool which captures data in real time and also provides an offline sync functionality
- Fastscan-verified functionality for precise distribution of incentives
- Enables stakeholders to monitor sales performance any time
Key Achievements
- Enabled result-focused brand advocacy throughout the targeted region
- More than 5 lakh registered advocates on the platform which led to a verified hike in sales
- Dashboard and reports provide real time data, which helps in keeping track of performance