Portfolio Rebrand Campaign

The packaging and branding of Chevron's greases were varied over years of expansion and disjointed branding efforts. In 2023, a new portfolio launched with streamlined product naming and easy-to-read packaging that had a consistent look and feel. A marketing campaign needed to inform internal sales, external distributors, and customers of the changes, to assure them that Chevron's grease formulas had not changed, only the packaging.  

I created a variety of educational content:

• A brochure that highlights the basics of industrial grease in general, 

• An email campaign to existing prospects and customers

• A quick-reference sheet with new and old names, SKUs, and packaging images to help sales guide customers in the field.

I reached out to press around a trade show event, ConExpo, where the new portfolio was unveiled publicly.

• A press release and thought-leadership articles elevating Chevron's subject matter expert, who was currently president of the NLGI (National Lubricating Grease Institute).

I worked on paid media campaigns:

• Programmatic advertising targeting construction, manufacturing and mining industries.

• LinkedIn posts and advertising targeting relevant job titles in the construction and mining industries.

The campaign resonated with its audience. Stats include:

• The grease portfolio page had the most traffic of any page on the website, behind the homepage. 

• Programmatic advertising had a click-through-rate more than double the average benchmark.

• Videos on LinkedIn had a 70% view rate, with a comparable completion rate.

• The grease brochure consistently ranked as the top-downloaded piece of content in Chevron's CMS for sales people.

• Sales did not drop, in fact, demand outpaced supply for products.

• The portfolio rebrand won a product award from Construction Equipment magazine.