Lukoil Social Media
We translated the viscosity code into a driver's language.
For Lukoil lubricants we built a social system that ties communication to the driver's agenda — season, service time and purchase channel — in a category told through technical codes.
All pillars of brand transformation in one unified system.
The Challenge
Lubricants are told through viscosity and specification codes: 10W-40, 5W-30, GM Dexron III. To a driver those codes carry no benefit. And purchase ran through two separate channels: the mechanic at the service and e-commerce.
The Result
A technical range was translated into the language of the person deciding, and communication moved from single product announcements to a calendar that runs all year.
Our Approach
We tied every product to one driver benefit — resistance to oxidation and corrosion, an engine ready for changing seasons — and left the code as secondary. Communication was split into four lines: product, season (winter readiness), occasion and channel. On the channel line we made both the mechanic at the service and the e-commerce address visible. A red foot band and the logo are the fixed identity across every frame.
Tangible assets delivered from strategy through to execution.
Content Strategy
“Message architecture and content calendar.”
We defined which message speaks to whom, and in what order.
Design
“Creative production and a template system.”
We built a repeatable skeleton and produced the creatives inside it.
Product Communication
“Translating technical detail into benefit.”
We placed codes and features into a legible hierarchy.
Digital
“Digital materials and channel adaptations.”
We produced the assets that support sales and promotion.
How We Approached It
An end-to-end process, from strategy to launch.
- 01
Strategy
We built a solid base with market and competitor analysis, positioning and messaging architecture.
- 02
Identity
We designed a trustworthy, modern and memorable visual identity.
- 03
Digital Product
We designed the product journey with a user-centred interface and smooth experience.
- 04
Launch
We delivered a strong launch with website, marketing assets and campaign support.
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