"No Compromise"

Businesses that rely on diesel engine equipment face stringent emissions and fuel efficiency standards. To meet these requirements, engines operate at extremely hot temperatures with complex aftertreatment systems that regularly become clogged, requiring expensive cleaning and repairs. What most operators don’t know is that 90% of the problem is caused by using the wrong engine oil.

To build awareness around this challenge and present a smarter way forward, we developed an account-based marketing (ABM) campaign for our client Chevron Lubricants targeting ~220 select decision makers—one that employed Gen AI-powered creative that turned heads and changed minds. Our primary objective? Generate awareness and engagement, with a secondary objective of driving Sales conversations.

Campaign & creative strategy
Our creative concept was bold for the industry, employing humor to deliver a salient message: There are times you shouldn’t compromise. The engine oil you depend on to protect your fleet is one of them. To bring these unexpected visuals to life, we tapped into the power of generative AI, giving us complete and budget-friendly freedom to cover a wide range of outlandish scenarios.

Program rollout began with teasers that enticed viewers to discover educational content, with later touches featuring videos that inspired further engagement. The pinnacle of our educational content was a video podcast featuring industry influencer Bryan Furnace and Chevron experts, housed on a HubSpot-powered hub featuring a chatbot and secondary content.

High-potential accounts received a video direct mailer (DM) featuring a customized preview invitation from the influencer host. With real-time video DM interactions tracked using 5G, prospect activity and intent signals were shared with Sales teams, enabling follow-up with tools that included personalized emails, phone calls and LinkedIn InMail.

Results
The campaign reached 96.8% of targeted accounts with 80% engaging with 1+ tactic, achieving results that exceeded most KPI benchmarks. It also proved the role a high-impact direct mail piece can play within an ABM campaign like this, with 59% of contacts opening and viewing the video mailer.