Total Vietnam, an affiliate of Total, a major energy player, which produces and markets fuels, natural gas, and low-carbon electricity, has partnered with MullenLowe Mishra for automotive influencer program that unites road-side motorbike repair shop mechanics across Vietnam using social platforms, online forums and influencers as a tool to share knowledge, foster community and drive skill development.
“With the aim to recognise local mechanics as teammates and companions in business, Total’s ‘Daily Companion of Mechanics’ program strives to build a professional network for the motorbike mechanics in key cities across Vietnam,” said the brand.
Through digital platforms such as Facebook, forums, and YouTube videos created by Total and industry influencers, Total created an interactive space for millions of motorbike mechanics across Vietnam to connect and gain technical know-how through daily snackable content, motivational games, and product knowledge kits, in order for the mechanics to clearly understand and confidently recommend Total to motorbike owners.
Instead of using the Facebook fan page to push branded content through conventional means, Total receives feedback from the mechanics immediately and cost-effectively via a simple professional, yet private, Facebook group.
“Daily Companion of Mechanics is a strategic program of Total Vietnam to strengthen the relationship between the brand and the key influencers of the category,” said Xavier Pinatelle, General Director & Country Chair of Total Vietnam. “We believe in the evolution of Digital, and it is a key step to approach our key influencers not only by offline activities, but also by Digital platforms.”
The initial results of the program have been positive and the brand has gained traction and engagement amongst motorbike mechanics. In 10 weeks, over 4,000 new members were recruited organically; close to 9,000,000 fan engagements and 18,000 interactions were made through Facebook posts. The program continues into 2020 by expanding the network to more specific groups and incentivising more mechanics to partner with Total.
“This is a great piece of collaboration between Total and us in advancing an influencer opportunity on the ground through sharper insight and creativity and then scaling it through social,” said Saby Mishra, CEO of MullenLowe Mishra.
This article was originally published on Branding in Asia