“No Compromise” by Marketbridge for Chevron Lubricants

Operating in a world of constant evolution, Chevron Lubricants has continued to embrace new technologies and develop advanced oil formulations to meet the changing needs of customers. Today, those needs are transitioning profoundly as the move toward decarbonization and reduced emissions pushes the demands placed on equipment to new levels. Which makes protecting these engines with the right oil more important than ever.

From school buses to transport trucks to farm equipment, businesses that rely on diesel engine equipment face stringent emissions and fuel efficiency standards. In order to meet these requirements, engines operate at extremely hot temperatures with complex after-treatment systems that regularly become clogged with deposits, requiring expensive cleaning and repairs.

Many decision-makers in this audience don’t realize the impact that engine oil has on their operation: how the wrong oil is costing them big time in avoidable expenses, and how the right one can actually give them a competitive advantage. On top of that, there can be a tendency for operators to resist change in this area as they often have longstanding relationships with suppliers.

Chevron wanted to help a prioritized target group of operators meet these challenges by making them aware of the critical role that engine oil plays in keeping equipment on the job, and reframe their thinking about the impact it has on their operation. Together with Marketbridge, a growth consulting and marketing firm, Chevron developed a targeted account-based marketing (ABM) campaign designed to effectively identify, reach, and engage only the highest potential accounts with more personalized experiences.

The primary objective of this ABM campaign targeting ~220 select decision-makers was to generate awareness and drive engagement with informational (and inspirational) content that encouraged them to think differently. The secondary objective was to entice this select audience to connect with a Chevron Lubricant Specialist (Sales) and arrange a meeting. The program would also provide a scalable blueprint of modular components for use in future Chevron ABM programs.