Social media management for PETRONAS

The remarkable potential of social media is transforming how brands engage with their target audiences. These social platforms help brands connect with their fans and customers, increase awareness, and ultimately boost sales. With more than 3 billion people around the world using social media every month, our team of social media specialists is on hand to help you capitalise on this essential platform.

Client brief

PETRONAS challenged Crunch to grow followers and subscribers to its PETRONAS Motorsport social media accounts. The first target was to hit 500,000 followers, but it wasn’t just about followers. Growth had to be organic and we needed to tell a technical story that increased awareness of PETRONAS Primax fuels and PETRONAS Syntium lubricants.

Solution
Following a deep dive into PETRONAS’ social media history and its direct, indirect, social and real-life competitors, Crunch created the definitive PETRONAS social media playbook that set the guidelines for the PETRONAS Motorsport brand.

2018 saw the introduction of an approachable, light-hearted tone of voice that resonated with motorsport fans around the world, telling the story of racing success with Mercedes-AMG PETRONAS Motorsport.

Amplifying PETRONAS’ technical excellence, we focused on the human stories found throughout the partnership. Our messaging struck a balance between more serious pieces of product content and lighter interactions with passionate Formula One fans. By leveraging the fan base of the team and its drivers, PETRONAS Motorsport Formula One social accounts saw surges in growth throughout 2018 that resulted in a collective 15% increase in followers.

Throughout the partnership, Crunch provided detailed social reporting to monitor the results of our test-and-learn approach, enabling us to adapt tactics, influence social strategy and ensure the future success of the channels.

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