Valvoline sought to increase market share. In the absence of significant advertising funds, they narrowed their target to DIYers aged 16-19.
Headway laser-focused Valvoline’s message to secondary and post-secondary automotive career tech classrooms. Over 3,500 instructors were provided with the Valvoline Motor Oil Education program including curriculum, tools and Valvoline products and rebates. An instructor microsite featured best practices and a post-lesson quiz through which students could opt in to receive additional information and discounts for Valvoline products.