WD-40

SOCIAL AND CONTENT CREATION

Background

At Tribera, we’ve had the privilege of partnering with WD-40, transforming their brand essence into unforgettable digital experiences. Whether we’re whipping up sizzling content to introduce this heritage brand to the TikTok generation or crafting campaigns that generate brand awareness.







Client challenge

WD-40 needed help to increase market share amongst a younger audience, using social to redefine and reframe their brand. We identified that the cost-of-living crisis created a need to repair household items instead of replacing them. For decades, DIY skills have not been passed down through generations, resulting in Gen-Z being the least capable DIY’ers.


The objectives:

  • Increase engagement and awareness amongst the under 30s.
  • Don't alienate the loyal, more mature customer.
  • Redefine the brand socially.
  • Make WD-40 essential again.
  • Entertain and educate at the same time.


“Tribera is a professional marketing agency that helped us reach our targets year on year. Friendly and professional staff that gives you confidence that the job is in the right hands. On our brand they proven themselves year after year. Our web traffic has grown by 200% and social reach and engagement up 300%. We don’t even consider them as an agency, Tribera is part of our marketing team."

Agency Solution

Our humorous and socially trending content bridged the generational divide, delivered in hook-laden bursts that showed practical advice dispensed in wild, charming and unexpected ways.


Though our audience insight had us playing in all the areas where the younger cohort exist in volume, we used classical advice from those with experience to engage them, delight them, help them and to bring both the elder and younger audiences together in an endless social conversation.

Results

  • 24M Total video views (against our 4 million views target) - this included 9 viral videos
  • 1.1M Engagements
  • 181% Increase in followers
  • 18% increased female audience
  • Attained positive sentiment and created an engaged and supportive community on the platform, improving overall brand perception.