Phillips 66
I turbocharged Phillips 66 lead generation efforts with an integrated brand and campaign strategy that delivered phenomenal results.
At a glance: B2B, Brand Messaging Strategy, Campaign Strategy, Lead Generation, Email Marketing
The Challenge
When it comes to getting gas station owners and marketers to switch fuel suppliers, they need to know that you have the tools and support to help them compete in an increasingly challenging marketplace. And while Phillips 66 had a 140-year legacy as one of the leading fuel brands in the U.S., they were battling the perception that they were a dated, out-of-touch brand that wasn’t aligned with their customers’ needs.
The Insight
We quickly realized that the perception was far from reality. With innovative programs like Mobile Pay, branded mobile apps, and 24/7 access to critical business intelligence, Phillips 66 was actually ahead of the curve when it came to forward-thinking innovation. What they really needed was a way to reach prospects efficiently with the right messaging and content to get them to take action.
The Work
Working with the Phillips 66 brand strategy team, I helped develop a multi-tiered messaging strategy that highlighted their innovative solutions, superior fuel reliability and total business support, all anchored by a new future-forward campaign line: Power Ahead. In addition to briefing copywriters and creatives on how to bring each of the messaging pillars to life, I reviewed all campaign copy and content to ensure that it was engaging and on strategy.
The Results
The campaign was a smashing success. With the complimentary site assessment as our primary lead magnet, we exceeded our campaign goal for new accounts by 550%, generating $206 million in pipeline revenue. And the customer insights that Phillips 66 gained from the campaign have allowed them to continually optimize their targeting for even better results year after year.