HP Lubricants

The challenge

HP Lubricants was facing a challenge with their website not ranking for their own brand terms, having all their info in PDFs, clubbed into two pages and hardly getting a query a month if at all. 

HP Lubricants in terms of sales was the highest selling lubricant in the Indian market as per an indepenent market report but in terms of brand re-call or even digital visibility, it just wasn't there. The objective defined was to get visibility & make their website modern looking while being user friendly with the objective of attracting new distributors and CFAs to their list.

The Solution

• Re-design the website product pages to make the engine oil categories and products visible

• Create a dealer and CFA locator engine and promote it to the regional heads to provide a sense of ownership HPCL is taking to promote local business

• Keep distributorship ads on the website as a way to ensure the website surely gets visited by the prospective distributors

• Ensure search visibility on these created pages by optimizing the on page elements

• Create a marketing campaign - No1 in Lubricants to place HPCL in the Consideration set

• The social media presence was also revamped to better showcase the company’s strengths. 

• Digital campaigns were also launched for both branding and performance.

Results

• The new website was optimized for SEO and attracted a significant number of new inquiries

• One of those queries even covered up the overall cost of the buildup and more, allowing HP Lubricants to establish new relationships with partners and drive sales profitably. 

• The SEO efforts resulted in HP Lubricants ranking in the top 10 for multiple keywords, significantly increasing customer connections and brand visibility.

• The No. 1 campaign, designed to inform people across India that HP is the leading player in lubricants, even ahead of Castrol or a Servo, a fact that was previously unknown garnered millions of views with an enormous amount of engagement and queries coming in. 

• Players within the industry hailed the social media handle as being one of the best in this segment

Our partnership with HP Lubricants has been incredibly satisfying as we successfully positioned them as a shining star in the digital space. 

We had a good deal of success with our activities with HP Lubricants so much so that we got roped into HPCL’s other business verticals as well in HPCL Retail, Gas, R&D and even their corporate communications. Here’s a video where I am featuring for one of HPCL’s videos.