Petrol, the leading Slovenian energy company, boasts a rich heritage spanning over 75 years. Their reach extends beyond Slovenia, establishing a strong presence across southeast Europe. Petrol goes beyond just gas stations, offering comprehensive energy solutions, innovative products, and convenient on-the-go services.
In early 2020, Petrol sought to expand its user base and drive engagement with two key initiatives: the launch of their "Na poti" app and the introduction of their eShop online store. To achieve this, they acquired Epidemic's expertise in nano-influencer marketing.
Epidemic implemented a meticulously planned, three-month awareness campaign utilizing nano-influencers. The strategy unfolded in four distinct communication waves:
Coffee on the GO - This wave incentivized app adoption by offering a free coffee for every 10th purchase using the "Na poti" app.
Petrol's Car Wash - This wave promoted the convenience of paying for car washes at Petrol stations through the app, with the added benefit of earning bonus rewards.
Hit Purchase - This wave focused on the "Na poti" app's "Hit purchase" feature, allowing users to pre-order food and pick it up without waiting.
Petrol eShop - This wave aimed to promote the eShop as a convenient alternative to in-store shopping, allowing users to order from the comfort of their homes.
The campaign leveraged the power of nano-influencers - individuals with a smaller but highly engaged following. This strategic choice ensured content resonated with a targeted audience who were more likely to convert into Petrol app users.
- 492 influencer collaborations
- 1,900 pieces of influencer content generated
- 3 million impressions
- Over 2.6 million video views
- 41,854 clicks
- User Base Growth: A significant 9.4% increase in Petrol's user base.
- Existing User Activation: An impressive 1,017 existing users became more active on the platform.
- Audience Rejuvenation: A remarkable 4-year reduction in the average target audience age, from 45 to 41. This achievement indicates Petrol successfully reached a younger demographic through the influencer campaign.
Petrol's strategic influencer marketing campaign, executed by Epidemic, stands as a testament to the effectiveness of leveraging nano-influencers. The campaign not only expanded Petrol's user base but also fostered engagement and rejuvenated their target audience. This case study serves as a blueprint for companies seeking to achieve similar success through influencer marketing.
