Chevron Delo Expert Video Series

Companies that rely on diesel engines have a lot of choices when it comes to oil; however, many don’t consider it a significant part of their business strategy. Trouble is, all engine oils are not created equal and using the wrong oil is costing them big time in avoidable expenses.

Chevron Lubricants needed to change a commodity mindset and generate awareness around the critical role oil plays in operational performance. To do it, we developed a social-first video campaign built to inform and inspire—while avoiding the pitfalls of technical information overload.

We started by identifying the three areas of an operation that are directly impacted by the performance of engine oil: durability, reliability and efficiency. Consumption habit data told us we could reach our target audience on LinkedIn and Facebook, but given the technical information, our approach had to be both entertaining and informative. We chose an influencer-hosted roundtable discussion, where organic conversations would make things clear and natural.

To boost credibility and authenticity, we tapped industry influencer Bryan Furnace of the YouTube channel Diesel & Iron and host the Equipment World YouTube show The Dirt. With his experience as a heavy equipment operator and established social presence (over 8.4 million YouTube views), Bryan was the ideal personality to interpret technical explanations through the lens of an end user and ask the tough questions this audience demands.

Our two-phase rollout began with social posts that teased the series. Phase 2 included 16 posts that each posed a thought-provoking question and drove traffic to a hub where our audience could engage with the roundtable discussion videos. In both phases, long-form content was repurposed to create snackable content that fit the social format and extended shelf life.

The video series garnered 435K views and 4M impressions at 1/3 the cost of the CPM benchmark and has consistently been Chevron Lubricant’s top-performing content since Q1 2023.

Results highlights:
4M impressions
11.6K link clicks
$0.02 cost/action
1.6M engagements
435K views