Wherever there's a Job to be done
Legacy brand WD-40 Company has marketed its products in over 160 countries and has over 13 brands and 60 products dedicated to one value statement: to create positive lasting memories by solving problems in workshops, factories and homes around the world.
Thirsty was tasked to develop campaign creative that serves to build awareness of the new WD-40 Specialist product lines Spray & Stay Gel Lubricant, Rust Release Penetrant Spray and Industrial-Strength Cleaner & Degreaser; WD-40 Multi-Use Product lines of EZ-Reach and Trigger Pro; and new WD-40 Specialist Motorcycle line of products.
Our strategy was to highlight each product’s top features and position each campaign message in a clean and effective way that communicates to our target audience: auto mechanics, construction specialist, DIYers and industry professionals.
All in all, our team delivered a total of 48 animated HTML5 banners.
Be Ready for anything
For Lava soap, the campaign objective aimed at solving an awareness problem for the brand. Lava was primarily known as the soap auto mechanics and enthusiasts, miners, and factory workers used to remove dirt, grease and grime from their hands. In order to bring awareness to the many additional product uses and to reach a younger, broader audience, we developed a microsite as the centerpiece of a larger overarching campaign aimed at bridging the gap and educating users on the products’ additional uses.
The campaign message of “Go ahead, get into it” empowers the doers of the world to go ahead and get dirty, because whatever type of mess they get into, Lava soap is there to get you clean again. Featuring videos highlighting product usage by adventurers, artists, creators and risk-takers, as well as a social feed and product info, we establish a connection with new engaged users and put an exciting spin on a classic and reliable product.
Simplified Solutions for Heavy-Duty Products
For 3-in-one, the campaign objective also aimed at solving an awareness problem for the brand. 3-in-One’s line of products was created for homeowners who perform minor to major home improvements or are interested in DIY. In order to bring awareness to the many product uses and to reach a younger, newer generation of homeowners, we developed a microsite that serves as an educational resource called “Handy U.”
Featuring short how-to videos highlighting product usage in everyday situations, as well as a social feed and product info, we establish a connection with new engaged users and serve as a resource center that highlights the products and their value proposition in a shareable and easy to digest format.
With ads designed, developed, tested and delivered to select publishers, WD-40 Company gained ad placements in top websites such as ESPN, CNN, eBay, Spotify, Pandora, LinkedIn, LA Times, Esquire and GQ as well as gained brand awareness and additional product distribution to Lowes, Walmart, Home Depot, Ace Hardware, AutoZone, O'Reilly Auto Parts and more.