Phillips 66 Motor Fuels “Power Ahead”
2019 New-to-Brand Campaign
Phillips 66 encompasses the Phillips 66®, Conoco® and 76® fuel brands. Unlike their typical consumer advertising, the annual New-to-Brand campaign seeks to convince stations owners and marketers to convert to Phillips 66. Our challenges: combat increasing competition and improve customer perception.
The work needed to demonstrate Phillips 66’s commitment to being future-forward and partnership-focused in order to push prospects past the pain of switching fuel brands. Change means progress to Phillips 66 and standing still is the fastest way to be left behind. Our campaign tagline captured this sentiment, inspiring prospects to “Power Ahead.”
The campaign deliverables:
Comprehensive roll-fold direct mail piece
Highly targeted digital media
Nurture email campaign
Six unique lead-generating landing pages
In-depth roll-fold direct mail. Direct mail was by far our highest performing channel. With a 52.4% MCL-to-opportunity conversion rate, direct mail generated a total of 82 MCLs and 43 sales opportunities, making up almost ¾ of our total opportunities from the campaign.
Power Ahead Landing Page. One of six unique landing pages that delivered our strategic value propositions and offer messaging.
Nurture emails. Our email nurture campaign brought in the most MCLs at 102 and acquired 13 sales opportunities, giving us a conversion rate of roughly 12.8%.
Digital Display Ads. Paid media delivered over 14.4 million targeted impressions through programmatic and re-marketing display.
The campaign exceeded business objectives and raised the bar for future campaigns.
556% above goal for qualified opportunities
59 actual opportunities with a goal of 9
162% above goal for marketing captured leads
236 MCLs with a goal of 90
Upheld a 25% MCL-to-opportunity conversion rate
Surpassing our 10% goal