Using Customer Stories To Support Sales For A Global Oil Brand.
Castrol Marine was looking for new ways to support sales and marketing by providing first hand accounts of positive customer experiences. Castrol people were generally ‘going the extra mile’ to deliver products and services to the world shipping fleet, but were not always getting the recognition they deserved. They wanted to find a way to communicate customer success stories in a way that created internal passion for the Castrol Marine brand and external awareness of their success.
My solution was to create the ‘Year of the Hero’ campaign, designed to increase recognition for employees work, create added visibility for the brand, develop stronger relationships with customers and provide input for future PR activity. As awareness of the campaign grew, we began to receive stories from the customers of Castrol Marine people going ‘above and beyond’ the call of duty to meet their needs. Castrol ‘Hero’ stories – in collaboration with customers – were published in the global industry trade press and used internally to support sales and marketing effort.
- Castrol Marine