Case study: Building brand awareness and affinity with eye-catching content

July 30, 2018

Caltex caught the eyes of their mobile-first audience with interactive quizzes and viral comics hosted on Tumblr. The international auto fuel company wanted to build brand awareness and to create affinity by educating users in the Singapore market on Caltex's offerings.

Caltex created custom mobile ad units to boost visibility, awareness and overall sales in the highly competitive Singaporean auto market. The campaign also caught consumers' attention with custom branded content featuring consumer tips for car owners. To boost engagement, Caltex delivered easy-to-consume, entertaining content hosted on a custom Tumblr site with content that also educated consumers on the benefits of Caltex's loyalty program and Techron technology. Traffic was then driven to the site with native ads across Oath sites.

Campaign results:

  • 20% increase in brand awareness
  • 10% increase in brand perception associating Caltex with a great loyalty program

Caltex's campaign is a 2018 Brandblazers program winner, celebrated for its innovative, consumer-first and cross-screen approach to digital advertising. This campaign exemplifies Oath Brand Advertising Intelligence by combining the art of branding and the science of data to help partners like Caltex build stronger relationships with their customers.