Evalube & Gilamotor
What’s Going On?
In 2008 Evalube Oil had an awareness problem. They did common offline campaigns (radio, tv, print ads) and they were still on no.5 on top oil list at that time. To support its offline campaign, Evalube decided to use online media.
What We Do
After some researches, Virtual team found interesting facts that there was no strong community of motorcycle yet in Indonesia, and many motorcycle bikers were Facebook users. While the traditional online campaign was filled with Evalube ads, Virtual used online PR strategy. Virtual created GILA MOTOR (Crazy Motor) Facebook group and its official website. The main strategy was to built valuable contents to engaged members and strengthen the community. There was one special team to strenghten contents, like special reporter and content writer. This group designed with Evalube’s feel and tone, and fully sponsored by Evalube.
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 Gila Motor. The members also has their own terms and creating many forums on the group. It grows so fast that it evolved into offline members meet up in more than 10 cities in Indonesia, that has each name for each city (Gila Motor Jakarta, Gila Motor Semarang, etc). When typing ‘Gila Motor’ on a search engine as a general keywords, Gila Motor Facebook group and the official website will be on number 1 and 2 list. The Facebook member reached more than 266.000 fans with high engagement rate. Online conversation on Gila Motor also includes Evalube.
With its engagement strategy, Gila Motor group developed fast and organically. Besides online engagements, offline events and gathering were also become a routine. Now Evalubes planned to include e-commerce in order to develop Gila Motor.