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Introduction

Gulf Oil has a rich history dating back to 1912, when it first struck oil in Spindle top, Texas, USA. Over the years, Gulf has become a trusted brand known for its commitment to quality and strong partnerships. With a global presence and millions of customers worldwide, Gulf continues to innovate and expand its product offerings to meet the evolving needs of the markets it serves.

Goals and Objectives

The goal for Gulf Oil was to rectify the misperception of the brand among consumers. The objective was to educate and inform consumers about the basic facts of the Gulf brand, dispelling any misconceptions and enhancing brand awareness and understanding.

Inspiration and Concept Development

Through extensive research and analysis, we developed a comprehensive integrated User-Generated Content (UGC) campaign. We drew inspiration from Gulf Oil's legacy and commitment to innovation, aiming to create an engaging and informative campaign that resonated with the target audience.

Mood Board and Visual Direction

To achieve our goals, we developed a comprehensive marketing strategy centered around the notion that continuous education is imperative to stay up-to-date in a rapidly evolving world. We created compelling messaging and campaigns that emphasized the benefits of ongoing learning, positioning Kaplan as the ideal partner for educational advancement.

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Interaction Design

To drive consumer engagement, we designed an interactive UGC campaign on Instagram. Participants were asked basic questions about the brand, with multiple-choice answers. The correct answers were then announced on the radio, creating a cohesive online and offline experience for consumers.

Typography and Imagery

We carefully selected typography and imagery that complemented Gulf Oil's brand aesthetic. The typography reflected a balance of modernity and heritage, while the imagery showcased the brand's products, global presence, and commitment to excellence.

Challenges and Solutions

The challenge was to address the misperceptions surrounding the Gulf brand. We tackled this by providing factual information through an engaging UGC campaign, allowing consumers to interact with the brand and learn more about its history and offerings.

Results and Impact

The UGC campaign successfully garnered a total of 1,584 participants over the course of the one-month campaign. This demonstrated a high level of engagement and interest from consumers, indicating an improved understanding and perception of the Gulf brand.

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Future Iterations

Building on the success of the UGC campaign, Gulf Oil can further enhance its brand perception by continuing to educate and engage consumers through similar interactive initiatives. Future iterations may include expanding the campaign to other social media platforms and exploring additional offline channels for broader reach.

Our collaboration with Gulf Oil exemplifies our ability to develop innovative campaigns that address brand perception challenges and drive consumer engagement. By leveraging user-generated content, we successfully educated consumers about the Gulf brand, fostering a stronger connection between the brand and its target audience.

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