I’ve worked with Castrol since 2020, overseeing their European social media activity. We developed this integrated campaign for several European markets including the UK, Germany, Poland and Spain to help celebrate local mechanics and workshops (with the implicit aim of encouraging independent workshops to a) consider becoming a Castrol-affiliated workshop or b) at the very least, stock Castrol products. So we created B2C elements encouraging people to nominate a workshop that did amazing work in their community and B2B elements encouraging workshop managers to nominate superstar mechanics from their own team. And because it was a high profile campaign, we pushed to use their motorsport celebrity ambassadors including F1 driver Danny Ricciardo and WRC driver Petter Solberg.