Intro

Endo Fuel approached ANCHOVY. with the target of increasing their brand awareness in the fuel industry, making the Maltese population aware of the benefits of using their product.

Our partnership with Endo Fuel lasted 19 months, and these were the results that were achieved during our collaboration.

Strategy

The goal set out at the start of the campaign was to build the Endo Fuel brand and raise awareness of their high quality product. Once the goal was agreed upon, we reverse engineered the steps necessary for it to be achieved. Firstly, we decided that Facebook, Google Display, Google Search and Youtube would be the platforms we would be executing our campaign on.

We then broke down the metrics that would be used to measure the success of the campaign, and set key performance indicators for each of them.

The following metrics were targeted:

The goal set out at the start of the campaign was to build the Endo Fuel brand and raise awareness of their high quality product. Once the goal was agreed upon, we reverse engineered the steps necessary for it to be achieved. Firstly, we decided that Facebook, Google Display, Google Search and Youtube would be the platforms we would be executing our campaign on.

We then broke down the metrics that would be used to measure the success of the campaign, and set key performance indicators for each of them.

The following metrics were targeted:

Facebook & Youtube

Impressions
Reach
Video Views

Google Display

Impressions

Google Search

Impressions
Clicks

Facebook & Youtube

Impressions
Reach
Video Views

Google Display

Impressions

Google Search

Impressions
Clicks

Following up, we agreed on doing a survey with Endo customers so that we would get a better understanding of their behaviour and what they think about Endo Fuel. This survey would also work as a backbone for an infographic that showcases how beneficial Endo Fuel is to their customers. We also decided to update their website with the new advanced fuel so that people directed there could find out about all of Endo’s product offerings.

Content Strategy & Execution

After we set out our KPIs per platform, we created a content strategy to achieve these goals. Our digital and creative team brainstormed together on what ads will help us reach our KPIs per metric, from both a creative and date perspective.

Here some examples of the content we produced per platform;

FACEBOOK ADS

During survey analysis we observed a high correlation between age and awareness of fuel quality. This determined the approach we took on Facebook, which was to target via demographics, specifically people over the age of 30.

YOUTUBE

We took the same approach on YouTube, segmenting the audience based on their age.

DISPLAY

We placed our display ads on websites with the highest traffic from Malta based searches to increase local brand awareness.

GOOGLE SEARCH ADVERTS

Google search was used to target users with intent – users who are already searching for petrol stations in Malta. Endo fuel is supplied to multiple petrol stations and this allowed Endo Fuel to be searchers’ first choice at their nearest petrol stations.

FACEBOOK ADS

During survey analysis we observed a high correlation between age and awareness of fuel quality. This determined the approach we took on Facebook, which was to target via demographics, specifically people over the age of 30.

YOUTUBE

We took the same approach on YouTube, segmenting the audience based on their age.

DISPLAY

We placed our display ads on websites with the highest traffic from Malta based searches to increase local brand awareness.

GOOGLE SEARCH ADVERTS

Google search was used to target users with intent – users who are already searching for petrol stations in Malta. Endo fuel is supplied to multiple petrol stations and this allowed Endo Fuel to be searchers’ first choice at their nearest petrol stations.

Survey

The survey was aimed at discovering and identifying the perception of fuel in Malta by everyday consumers as well as discovering what people think of Endo Fuel in general as a brand. This was the first survey of its kind undertaken by a fuel supplier company in Malta in conjunction with ANCHOVY.. This served to lay the path for the direction of the brand in terms of messaging, and more importantly direction for the positioning of the brand.

Survey

The survey was aimed at discovering and identifying the perception of fuel in Malta by everyday consumers as well as discovering what people think of Endo Fuel in general as a brand. This was the first survey of its kind undertaken by a fuel supplier company in Malta in conjunction with ANCHOVY.. This served to lay the path for the direction of the brand in terms of messaging, and more importantly direction for the positioning of the brand.

Infographic

We collected enough data from the survey conducted to give us a clear representation of Endo’s customer reviews. We communicated the commonly asked questions in a simple infographic:

Infographic

We collected enough data from the survey conducted to give us a clear representation of Endo’s customer reviews. We communicated the commonly asked questions in a simple infographic:

GOOGLE SEARCH ADVERTS

Once the infographic was designed, we then had to lead our target audience to it. We did this through organic and paid advertising, incentives and building an engaging online presence.

GOOGLE SEARCH ADVERTS

Once the infographic was designed, we then had to lead our target audience to it. We did this through organic and paid advertising, incentives and building an engaging online presence.

The Website

Since Endo’s old website only showed their regular fuel, we had to update it by making sure that people directed to there would be able to find out more about the new, advanced fuel that was being offered on the market.

The Website

Since Endo’s old website only showed their regular fuel, we had to update it by making sure that people directed to there would be able to find out more about the new, advanced fuel that was being offered on the market.

MOODBOARD

We didn’t only want to inform people by content, but also visually. We came up with a moodboard for the website and sent out one of our photographers to the petrol stations to take photos inkeeping with the style we set out to achieve.

MOODBOARD

We didn’t only want to inform people by content, but also visually. We came up with a moodboard for the website and sent out one of our photographers to the petrol stations to take photos inkeeping with the style we set out to achieve.

WIREFRAME

We decided to include Endo Advance on the homepage, so that everyone who would land on the page will immediately be exposed to the new fuel. We split up the screen with Endo Advance and their regular fuel, so we wouldn’t take prominence away from the regular fuel.

On the homepage we wanted the visitor to learn about Endo Advance’s benefits straight away. Besides that we updated the ‘Why Endo Fuel?’ page with further information about the new fuel and its specs.

We made sure that people would always be able to find their nearest supplier of Endo Advance Fuel by adding all of them to a map on the website. We also included an FAQ section to efficiently tackle any questions people might have about the new fuel.

We made sure that people would always be able to find their nearest supplier of Endo Advance Fuel by adding all of them to a map on the website. We also included an FAQ section to efficiently tackle any questions people might have about the new fuel.

The Results

In review, all KPIs set were well surpassed. Endo Fuel has set itself as a recognisable brand in the fuel industry after being founded in 2014.

Here are our results per platform:

FACEBOOK

Impressions: 10,417,685
Reach: 338,013
Video Views: 546,709

GOOGLE DISPLAY

Impressions: 13,789,432

WEBSITE PAGEVIEWS

77,507

FACEBOOK PAGE

On top of this, the Endo fuel page
likes  increased from 306 to 4,537
throughout the campaign.

GOOGLE SEARCH

Impressions: 21,702
Clicks: 1,096

BOUNCE RATE(ORGANIC)

32.63%

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