BP China

Snow Shi - Castrol MAGNATEC Brand Activation Manager

Mindshare China *Lead Agency

Nicholas Short - Marketing Lead

Castrol had spent much of its efforts focused on its low-involvement, low-frequency B2C audience. Identifying that 63% of Chinese car drivers trust the recommendations of their mechanics, Castrol instead shifted its focus to winning over mechanics as their biggest advocates in their first campaign to target mechanics. Understanding their needs for recognition, training, product information, as well as store promotion, Castrol developed a WeChat mini-program designed to engage, inform and inspire mechanics to recommend Castrol to their B2C audiences, driving sales.