Shell x Walmart Evergreen Event

How do you get Shell synthetic engine oil on the everyday shopping list at the world’s biggest retailer? By creating a blue sky season.

Olive oil, maybe — but Shell oil brands weren’t making the stock-up list of the average Gen Z and Millennials. Shell Rotella and Pennzoil needed DIYers and DIFMers (Do It For Me) to trade up from traditional oil to a synthetic, which equals better mileage, efficiency, and protection. We approached Walmart with a new seasonal opportunity that connected at an important inflection point: Summer Roadtrip prep. With a Walmart influencer-first strategy, we got into social feeds to drive families in stores and Auto Care Centers nationwide to ‘Get Ready to Roll.’

From a Walmart Connect collaborative page to Soapbox and Aki influencers, this campaign reached shoppers on social feeds to drive them online or in-store.

Campaign comms focused on pulling the product benefit through to Walmart’s channel promise.

Our selected influencers spanned Do it Yourself and Do It For Me audiences, focused on Gen Z and Millennials.

Our content strategy focused on completing the journey for viewers by showing the full-funnel shopping experience, from in-store to oil change.