Motul Oil:
Community Reinvestment
Background
The Partner
If you’re into racing—moto, Formula 1, rally—you know MOTUL as the heart of performance. But a lot of people don’t know they were the first to invent ester oils we all use today (vegetable-based oil), or that they make a TWIN Line oil that can be used both on and off the track.
​
MOTUL believes in going fast and getting there in first place, and so do we. So, when they wanted to create a global campaign for investing in local moto shops and community centers, we knew it would be a great partnership.
Our Delivery
-
3 international videos for global markets
-
3 recuts of each video (90-, 60-, 30-seconds)
Key Highlights
-
3-week project delivery timeline
-
24-hour script + storyboard sprint
-
2-day production for all 9 videos
Project Goals
The Partnership
MOTUL had a mission to show how they were helping out local motorcycle shops and community centers like Standard Motorcycle Co, and they needed three international brand awareness videos delivered before the end of the holiday season sales rush. We got to work building the contract in early November, and at signing, MOTUL realized they’d need it all delivered December 6th to hit their deadlines.
​
So we crushed three international brand awareness videos for them in less than a month—with each video cut to a 90-second, 60-, and 30-second recut for deliverability across all channels. That’s the power of dedicated work structures, baby.
Lightening fast speed to market.
Luckily, our team has built commercial segments for all kinds of brands, so we’ve seen enough to know best-in-class process when you need to move quickly but effectively. We started by building the 90-second scripts for each video, and once they were locked, we edited the exact same script down into two shorter cuts.
​
Similarly, we had to figure out how to shoot three videos with about six shoot locations, roughly 5:00 minutes of finished footage, in as few shoot days as possible to leave room for editing without having to use parallel teams. To do it, we built the storyboards where they could share about 20% footage from each shoot location, but would still have a unique look and feel.
Optimizing e-comm experience.
Since direct-to-consumer (DTC) selling is a large arm of MANG’s top-line revenue, we reimagined their site structure, architected a consistent buy flow, designed a lightweight user interface (UI) kit, and got to work developing a new Shopify experience. Rounding out the customer experience, we also redesigned the purchase confirmation, shipping, and delivery emails to match the look and feel of the new online commerce experience.
​
There was a lot of web copy that needed to be built from scratch, so to make the process efficient, we built content tables that co-founder Kyle could begin writing first-draft copy for, and as he finished, we reviewed, edited, and then inserted into our production environment. And, to create a great customer experience while also keep our development cost low, we built repeatable content blocks that can be reused throughout the site. With this approach, we were able to create a high-value experience that we designed, developed, and launched in just two weeks.
Redefining ad spend + cost of sales.
In parallel to our site build and launch, we worked with Keith to test new tactics and strategies in Facebook’s Ad Manager platform. With Keith’s commitment to testing and refinement, we took MANG’s return on ad spend (ROAs) from around 4:1 ($4 for every dollar spent) to around 8:1 ($8 for every dollar spent).
​
As we move forward, we testing new tactics for acquisition as well as retargeting. Setting a traffic goal of ~1,000 visitors per day using good targeting parameters, we were able to increase monthly traffic to over 30,000 visitors while also increasing our conversion rate as high as 3.98% and lowering our cart abandonment rate as low as 48%.
