Parkland Fuel, a national force in retail fuel, operates as Fas Gas Plus in markets across the prairies. Fuel sales, which is a mature category (people have been buying gas for a long time), typically only react to economic fluctuations.
With economic conditions deteriorating, leverage loyalty to capture a larger slice of a shrinking fuel sales pie.
APPROACH & SOLUTION
Engage a neglected online community. We developed a consumer contest too good to ignore when pinching pennies: free fuel for a year. Participating was easy, with in-store and online options and a heavy focus on the fas gas plus Facebook page.
A six-week campaign drove loyalty program registrations up over 6%, and Facebook likes grew more than 1,400% from just 350 to over 5,300. That’s a lot of happy penny-pinchers.