WD-40 Company "Getting the Job Done" Automotive Campaign

Challenge:

Amidst increased competition in the automotive sector of its business, WD-40 Company wanted to increase its market share and grow sales by increasing product usage among auto professionals and enthusiasts. To help the company do this, Nuffer, Smith, Tucker developed an integrated program around a legendary hot rod designer and TV star that used his third-party credibility in the automotive industry, and showcased him using WD-40® Multi-Use Product and the new WD-40 Specialist® products to "get the job done."

NST not only developed the program concept of creating auto-themed collectible WD-40 Smart Straw® cans, it also negotiated a partnership with the Specialty Equipment Market Association, a vital automotive aftermarket group, and facilitated building, promoting and auctioning WD-40 Company’s annual charity vehicle. NST managed a content partnership with PowerBlock on Spike TV, developed all of the program’s key messages, conducted spokesperson media training, led targeted media outreach and coordinated trade show and retail appearances across the country. NST also created and shared educational blog posts, online "tech tip" videos and social media posts.

Results:

43 million viewers reached by PowerBlock TV broadcast campaign.

$115,000 was raised for SEMA Cares at the Barrett-Jackson Collector Car Auction.

WD-40/SEMA Cares Challenger was the hit of the SEMA Show, the largest automotive aftermarket show in the U.S.

The new WD-40 Specialist® line of products received significant fanfare at trade shows.