In 2024, WD-40, the global leader in the manufacturing and marketing of oils and lubricants, celebrated the 130th anniversary of its iconic product, 3-IN-ONE. This multipurpose oil is renowned for its versatility and effectiveness, making it an indispensable ally in every household.

What Makes 3-IN-ONE ORIGINAL Unique?

3-IN-ONE ORIGINAL is the authentic multipurpose oil used for a wide range of applications. Its mineral oil-based formula offers numerous benefits, including effective lubrication of mechanisms, squeak elimination, metal cleaning, and protection against rust and corrosion. This product is easy to use and ideal for every corner of the house, from door hinges to bicycles and sewing machines.

Influencer Marketing Strategy

To increase brand awareness in celebration of its anniversary, WD-40 contacted us to develop an influencer marketing strategy. The main objectives were to boost the visibility of 3-IN-ONE, drive traffic to their Instagram account @3enuno_es, and encourage product trials among consumers that align with the brand’s target audience profile.

Target Audience Identification

The target audience was primarily composed of women interested in DIY, both traditional and modern, who value sustainability and savings. To reach this audience, we selected 75 nano and micro influencers from our community on trnd.es, with an average age of 37 and a demonstrated interest in DIY and maintenance.

Personal Recommendations Online and Offline

Each WD-40 ambassador received a kit that included a 3-IN-ONE anniversary edition, an original 3-IN-ONE can, a Drip can, an informational flyer, and a vinyl decal celebrating the 130th anniversary. Influencers were briefed on the product’s uses and benefits and were invited to create content on Instagram showing how to use 3-IN-ONE for DIY projects and home maintenance. Each post included the brand’s Instagram handle, increasing traffic to the account. Finally, influencers were encouraged to have offline conversations with their friends, family, and neighbours about 3-IN-ONE, amplifying the campaign through word-of-mouth recommendations.

Strategic Collaborations with Recognized Influencers

Additionally, we selected one micro influencer and one macro influencer to broaden the reach of our campaign. Influencers @steffidoin and @pasitoapasitodecorando, experts in DIY, decoration, and renovations, created reels and story sets that were boosted with paid media, showcasing the product in action and explaining its multiple uses.

Impressive Campaign Results

The campaign results exceeded our expectations. Nano and micro influencers generated 97 pieces of content, 38% more than expected, reaching +218,000 social media impressions. Additionally, they recommended 3-IN-ONE +8,700 times in offline conversations. Paid influencers generated +1 million additional impressions.

Positive Feedback from Participants

At the end of the campaign, participants shared their feedback on the product, emphasizing its effectiveness. They commented that it was “quick and effective” and that it “remains the best.” They also mentioned that it was “very effective from the first application, with no strong odours, and works for any type of metal – it’s great.” 100% of respondents stated they would recommend 3-IN-ONE to those around them, and 94% said they would repurchase the product. The overall product rating was 9.4/10.