There is little doubt that social media has become the primary source of communication for today’s consumer. All one needs to do these days is post a message on Facebook, a social community website or Twitter, a social networking or microblogging site, and it spreads like wildfire – across continents – in seconds. Capitalizing on this fast-growing medium, Purolator, manufacturer and supplier of automotive filters to the North American Aftermarket, has harnessed its online strength to reach out to its customers.
As of April this year, Purolator is now using its presence on Facebook (www.Facebook.com/Purolator) and Twitter (www.Twitter.com/Purolator) to spread its message far and wide at lightening speed. Purolator’s YouTube channel (www.youtube.com/user/purolatorfilters) is yet another important medium that the company now utilizes to share entertaining and educational videos about filters and related subjects.
“A large number of our do-it-yourself (DIY) customers are using Facebook and Twitter more frequently than any other means of communication – making it an ideal channel through which to deliver our messages,” said Chuck Kerrigan, director of marketing for Purolator. “Purolator’s presence on Facebook allows us to not only post product-related messages, educational videos, photos, Q&As and information about promotional events, but to also have interested people ‘like,’ or ‘follow’ our progress over time. It is also a way for us to be able to hear from and respond to our customers in a way we have never been able to before” Kerrigan said.
Purolator will also be using its Facebook site to launch its “Garage-a-thon” photo contest in August. The contest will encourage DIYers and professional technicians to submit photos of their garage to win the ultimate grand prize of a classic car that will make their garage the envy of the neighborhood. The contest will be held mid-August to mid-October.
“To keep people coming back every day after submitting their garage photo, there will be a daily drawing for a fun prize for one lucky garage owner,” said Kerrigan. “This will provide our contest participants many more chances to win,” he said.
Recently, Purolator launched an entertaining and educational video campaign. Titled, “If They Can,” to illustrate the ease of doing an oil change, the campaign is being promoted through Facebook, Twitter and YouTube. Three characters in three separate videos, an Amish man, a Geisha and a grandmother, who have never done an oil and filter change before, are shown performing one. The message is: If they can do it, you can do it. The Geisha video is a Facebook exclusive for only a short time to encourage traffic.
Also included in the campaign will be regular postings on the Purolator Facebook wall to engage consumers in discussions while also providing educational information and entertainment. A blogger outreach initiative is intended to further communicate with the target audience. Tweets sent with links will encourage consumers to view these videos while YouTube will feature the long-form version of the videos. Finally, online media banner ads will drive traffic to the Facebook site where these videos will be available.
“In the current communications environment, social media provides us the ideal platform for capturing the attention of our target audience and being able to have a conversation with them,” said Kerrigan. “This is where it’s all happening and we want to be a part of it,” he said.
Purolator is a proud supporter of the Automotive Aftermarket Suppliers Association’s (AASA) Know Your Parts education and awareness campaign. This initiative promotes the importance of quality brand name aftermarket parts backed by full service suppliers to preserve the industry’s good reputation. For more information, visit www.AASAKnowYourParts.org.
To learn more about Purolator filters and the filtration category, visit www.purolatorautofilters.com.
