CITGO: Fueling Good

CHALLENGE

In 2009, CITGO, a major refiner and marketer of transportation fuels, launched the Fueling Good rewards program as an antidote to a negatively charged sentiment toward the brand. 

Fueling Good rewards community-based charities with donations of gasoline to help them fulfill their good works. Even though twelve winners receive $5,000 worth of gas during each program period, CITGO had a problem attracting qualified entrants and generating word-of-mouth.

We took over the foundering program in late 2010 with two clear objectives: Grow awareness of Fueling Good among key stakeholders and double the non-profit participation in the program.

INSIGHT/SOLUTION

We knew it would be critical to develop tactics that would promote a high level of engagement from beneficiaries, supporters and charities to increase program awareness and grow fans; to speak through the charities.

Recognizing that Facebook offered the most opportunity to reenergize the Fueling Good social presence, we sought to engage charitable partners and their audiences where we could have the richest engagement, inspiring them with an anthem video and arming them with a digital toolkit to help them spread the word.

To complement earned social efforts and increase engagement, the agency team also developed Facebook ads targeting individuals who reside in one of CITGO’s 27 markets and listing related interests, job-related interests or like-minded affiliations.

RESULTS

  • Drove over 280,000 unique visits to FuelingGood.com during the 3-month voting period.
  • Doubled online positive sentiment
  • Doubled size of community on FuelingGood Facebook page
  • Over 1,700 charity entries more than tripled number of entries of previous years combined.
  • 264,000 votes cast during voting period.