Valvoline Career Tech Motor Oil Education

Headway positioned Valvoline as the industry leader in automotive excellence in 3,500 career tech classrooms annually.

Situation

Valvoline sought to increase market share. In the absence of significant advertising funds, they narrowed their target to DIYers aged 16-19.

Solution

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.

Results

• Over 40% student opt-in rate for post-program marketing
• Doubled brand-preference and likelihood-to-recommend metrics, and sustained metrics among 90% of students post-graduation