How do you stage premium fuel at 1.200 stations through social media?
TOTAL Germany's most important fuel products include the premium and branded fuel EXCELLIUM. The brand essence of EXCELLIUM is the promise to keep the engine clean, kilometer by kilometer.
With TV presenter and "Detfluencer" Det Müller, Uhura stages the premium fuel with the help of an interactive social media journey through Germany. Thanks to the agile and data-driven campaign management, Uhura reaches 16 million fans and double-digit interaction rates – and all this with a slim media budget.
Det Müller and the "goddess" on tour in Germany: This corestory formes the narrative platform for hundreds of content assets, consisting of posts, articles, pictures, videos and much more.
The content campaign stages the premium fuel EXCELLIUM on desktop, mobile and social media channels. The campaign website is the central content hub where competitions and interactive features converts users to followers.
The social media campaign is the logical development of previous campaigns, in which Uhura had already adapted relevant topics of the target group into exciting stories about the brand and distributed them widely via social media.
The campaign not only reaches millions of users and achieves interaction rates above the benchmarks – an online survey also reveals the successful message transfer: twice as many users as prior to the campaign stated that „EXCELLIUM cleans the engine!“
The content and social media campaigns for TOTAL's premium fuel EXCELLIUM receives several national and international awards.