Turtle Wax shines with mobile social campaign targeting DIY detailers
May 29, 2014
Turtle Wax accelerates its mobile social push with a new initiative that inspires drivers to brag about their freshly detailed car.
“Get Out There and Shine” celebrates the universal satisfaction a newly waxed car brings to automotive appearance enthusiasts. To further fuel ‘carcissists,’ Turtle Wax is offering fans the chance to win a 2015 Ford Mustang when they post a ‘reflectie,’ which is a twist on the popular selfie taken in the reflection of a shiny car.
“The core of the idea is all about product performance, and the campaign was designed to deliver that message in a way that intrigues and rewards the consumer throughout,” said Tom O'Keefe, CEO of O’Keefe Reinhard & Paul, Chicago.
“The call to action of ‘Get Out There and Shine’ is brought to life by the ‘reflection’ idea as a mobile advertising message, as well as a social-media promotion that engages consumers actively.”
It’s all in the detail
The campaign was developed in response to research which revealed that 70 percent of owners who care about their car’s appearance also enjoy personally detailing their car.
In a new ad agency partnership with Chicago-based boutique shop O’Keefe Reinhard & Paul, Turtle Wax is launching a digital ad campaign dubbed “The Man in the Reflection.”
The debut video of the series campaign introduces viewers to an enthusiastic car geek who demonstrates the unrivaled shine Turtle Wax products give his car. Cleverly, the man proceeds to read off cue cards for the commercial from their reflection in his waxed car.
Although not very visually stimulating, the short-form video certainly exhibits that Turtle Wax creates a good shine.
The eWeb series is a complement to the automotive appearance manufacturer’s social media thrust in which it asks drivers to post a self-portrait using the hashtag #Reflectie on the brand’s social media channels for entrance into the Get Out There and Shine contest where participants have a chance at winning prizes, among them, a new 2015 Ford Mustang.
#Reflectie Twitter entry
Submissions must be placed by July 14.
Influencing the do-it-yourselfers of auto care, Turtle Wax video advertisements will be streamed on Hulu and other online networks.
Revving up social presence
Turtle Wax has improved its track record on social network engagement since last year, in which it was criticized for social standstill as competitors raced past.
But the 67-year-old company redeemed itself last June when it purchased multiple hashtags in the men’s interest and cars categories, which produced a 7 percent engagement rate in Promoted Tweets.
Twitter’s standardized passing grade garners an engagement rate of 3 to 5 percent for Promoted Tweets, which includes replies, favorites and retweets.
Turtle Wax additionally bought the “car wash” term, and although it received the fewest impressions amongst ad placements, it fetched a remarkable engagement rate of 11 percent.
To further test the parameters of its ad buys, a shirtless selfie campaign called #WaxOnShirtsOff prompted scantily clad car washers to submit their own car photos either while washing or next to a freshly cleaned ride with the incentive to win vintage branded tees and products.
#WaxOnShirtsOff campaign post
The effort went beyond Twitter and extended into a microsite and entailed Facebook promoted posts and a 50 second ‘ambush video’ starring ESPN’s Mike Golic.
Turtle Wax found its Twitter following increased 36 percent and its Facebook audience increased fivefold, giving it a forcefully needed push to gain its social media footing.
Although competing brands such as Armor All and Meguiar’s have a larger audience, Turtle Wax has proven its approach to social media is right as its People Talking About This (PTAT) score, a marketing metric for Facebook, outshines when it comes to engagement..
“The best ideas are those that speak equally to brand and consumer and our newest campaign works at both levels,” Mr. O’Keefe said.
Michelle is editorial assistant on Mobile Marketer, New York
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