WD-40 Brand Influencer Marketing Program

The Challenge

Nuffer, Smith, Tucker recommended leveraging digital influencers to increase awareness among trade audiences about WD-40 Brand products and uses via sponsored content that lives online indefinitely.

The Tactics

NST worked to develop partnerships with trusted digital influencers within niche trade audiences to generate authentic, searchable content. Target audiences included:

• Automotive
• Farming
• Construction
• Maintenance, repair and operations
• Home improvement/Heavy DIY influencers

NST identified influencers who fit the following criteria:

• Have passions and audiences that align with WD-40 Brand’s target audiences
• Created how-to, product reviews or demo-related content
• Deliver views (impressions) and engagement appropriate for their desired rates
• Overall brand fit

Through research and interviews with multiple partners, NST found that influencers want recommended product uses and messaging up front and that CPM (cost per thousand impressions) was the most appropriate measurement of ROI. NST created a detailed influencer education portal on the WD-40 Company website featuring a content publishing checklist, Federal Trade Commission guidelines and approved product uses by industry.

Throughout the partnerships, NST developed targeted pitches for the influencers outlining priority products and their uses for each industry and held calls with the influencers to discuss goals, product attributes, desired uses and outline FTC requirements for proper endorsement disclosures.