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CASTROL

 

Unified digital platform for building a direct comms channel with the mechanics while digitizing and tracking channel activities.

Background:

Castrol wanted to connect directly with its advocates (mechanics) to enable them to tap into their full potential. Only a total of 20% of the advocates had access to smartphones, it was a tough task to reach out to the rest. The team wanted to build a network of advocates who will then contribute to rise in sales & build a community of loyalists.

Objective:

To establish a strong relationship with Castrol’s key influencers along with building a salience towards the brand that will help build a community of loyalists.

Challenge:

80% of the mechanics didn’t have access to internet which served as a major barrier while reaching out.

Approach:

Field Marketing Representatives (FMRs) in the Castrol Sales Ecosystem have an inherent responsibility of developing & maintaining cordial relations with the mechanics along with executing trade marketing initiatives. We aimed at empowering the FMRs by digitizing the mechanic universe, structuring data collection & program activation systems for better understanding among all personals of the distribution system. The above mechanism had to ensure mechanic engagement & crisp flow of data that will build a strong salience towards the brand.

To achieve the above, we designed a unified digital platform for seamless flow of information that helped incentivize the mechanics based on their performance while also helping Castrol achieve its objective.

Outcome:

This earned us a database of more than 1.6 lakhs over a period of 8-10 months, organic engagement with 50K mechanics in the first 3 months & enhancement view of garage-level market potential to drive regional acquisition / retention strategies.

Client

Castrol