Evalube & Gilamotor
What's Going On?
To support its offline campaign, Evalube Motor Oil decided to use online media. Starting from Evalube’s zero presence, and zero online conversation, we used online PR strategy by helped raise its brand awareness by creating Gilamotor online (and offline) community. The main strategy was to built valuable contents to engaged members and strengthen the community of motorcycle biker – since there was no strong community of motorcycle yet in Indonesia, and most of the bikers were Facebook users.
One thing that indicates a strong community is when the members weren’t only consume the content, but they also eager to be be contributors (crowdsourcing), and it happened in Gilamotor. More than 300.000 FB members with no advertising and more than 300 member organically achieved per-week, with high engagement rate: high conversation rate between members (more than 50 comments per post) and high participation on user-generated content.
Its organic offline community grow in more than 6 cities in Indonesia, that has each name for each city (Gilamotor Jakarta, Gilamotor Jogja, etc). Organic visit to Gilamotor website also achieved more than 120.000 per-month. Evalube became the most recommended motor oil by consumer and won ‘WOM Marketing Award 2013’ by SWA Magazine.