Wolf Drive Your Progress Content Series
The Challenge
Wolf Lubricants faced the challenge of enhancing brandawareness and fostering deeper engagement within the motorsport community, andlocal WRC event communities. The brand looked to underscore its commitment toinnovation, performance, and the relentless pursuit of progress in a marketsaturated with competitors, looking for innovative ways to fully utilise theirrole as official lubricant partner to the WRC.
The solution
Our strategy focused on leveraging engaging video content to highlight the connection between Wolf’s products and the high-performance world of motorsports to support a strategic approach to the brand’s use of social media and larger event activation inline with agreed campaign touchpoints and criteria[1] [2] .ROOTS. created a series of captivating narratives facilitated by the WRC Partnership. We produced 3 WRC events episodes focusing on Junior WRC drivers, race technicians, and development engineers respectively, to inspire and connect with their audience on a deeper level and build both brand awareness and increase social following. Each episode had a social first campaign of teasers, trailers and social cut downs from fan favourite drivers to increase reach and build brand awareness, culminating in the final episode release, supported by the WRC to increase reach.
The results
The "Drive Your Progress" series significantly enhanced Wolf Lubricants' brand presence and engagement on social media, illustrating the powerful connection between their products, the motorsport industry, true petrol heads as well as those who show peripheral interest in behind-the-scenes insights and engaging storytelling.
1.8M
Combined Reach on Meta platforms
1.4M
Total Video Plays on Meta platforms
44,186
Total engagements
4.41%-5.67%
Average Engagement Rate across episodes - outperforming industry standards.
138%
Subscriber Increase on Wolf’s YouTube
what to see next
