Case Study
WD-40 FRANCE

WD-40 France partnered with our agency to design an influencer strategy with multiple objectives: to promote the brand’s various product ranges, attract new consumers, and strengthen its overall image.

A Three-Campaign Influencer Marketing Strategy

The first campaign, focused on the WD-40 Multifunction product, aimed to educate consumers about its benefits while engaging them in a dynamic contest called #MonDéfiRénoWD40. A community of 250 nano influencers was selected to test the products and share their experiences. This campaign sought to boost the brand’s awareness and consideration while recruiting new users through authentic interactions. The results exceeded expectations: not only did 94% of influencers participate in the contest, but their enthusiasm also generated widespread word-of-mouth, reaching over 500,000 people online and 40,000 offline. By the end of the campaign, both product recommendation and purchase intent reached an impressive 99%.

For the second campaign, we highlighted the brand’s Specialist range, focusing specifically on its Degreaser product. With #WD40Dégraissant, we adopted a targeted approach by engaging two micro influencers with complementary profiles: a craftsman and an automotive enthusiast. Their mission was to showcase the product’s advantages through authentic content that resonated with their respective audiences. This strategy successfully combined the influencers’ credibility with WD-40’s product quality, generating a total of 860,000 impressions and hundreds of clicks on Stories and Reels. This project significantly increased visibility for the Specialist range among a niche and highly engaged audience.

The collaboration continued with a third campaign, featuring two macro influencers to promote the Specialist Moto and Specialist Velo ranges. This initiative aimed to strengthen the brand’s presence within the two-wheel enthusiast community by leveraging a partnership with Ducati and the Moto GP. The two influencers were chosen to organize an exclusive contest and produce educational content, including tutorials on Instagram and YouTube. This campaign reached a massive audience, with over 450,000 organic impressions and 2.9 million sponsored impressions, solidifying WD-40’s association with technical and prestigious fields.

“Working with Territory Influence has been a highly positive experience for our brand. Their ability to identify and engage relevant influencers allowed us to better promote our products to a targeted audience. We appreciated their support throughout the campaign and the visibility and engagement results we achieved. 

— Jérémy Cler, Digital Marketing Manager, WD-40 France

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