How Do You Stage Premium Fuel At 1,200 Stations Through Social Media?
The premium performance fuel brand EXCELLIUM is one of TOTAL Germany’s key products. The brand essence of EXCELLIUM promises to keep your engine clean, kilometre after kilometre.
Enlisting the help of TV presenter and “Detfluencer” Det Müller, Uhura staged the premium fuel with an interactive social media journey through Germany. Thanks to agile and data-driven campaign management, Uhura reached 16 million fans and hit double-digit interaction rates – all with a tight media budget.
Det Müller and the "goddess" on tour in Germany: This core story formed the narrative platform for hundreds of content assets consisting of: posts, articles, pictures, videos and much more.
The content campaign staged the premium fuel EXCELLIUM across online, mobile and social media channels. Acting as a central content hub, the campaign website converted users into brand followers via competitions and interactive features.
The social media campaign was a logical continuation of previous campaigns in which Uhura translated target group specific themes into exciting stories about the brand which were widely distributed via social media.
Not only did the campaign reach millions of users, achieving benchmark beating interaction rates – an online survey revealed the success of the message transfer; twice as many users as before now stated that “EXCELLIUM cleans your engine!”
The content and social media campaigns for TOTAL’s premium fuel EXCELLIUM received several national and international awards, including Best Case Social Media.