Fueling Success: Gaz Lite’s Digital Marketing Campaign
Turning the Heat Up
Challenge
Gaz Lite needed to know how they can increase customers’ awareness about the brand and how they can introduce its benefits. 57 percent of Filipinos use wood and charcoal at home while only 37 percent use LPG. This is due to an investment barrier to using LPG, whether it be for financial or safety reasons.
Gaz Lite promotes both environmental sustainability and respiratory health, while also ensuring financial savings for consumers. It claims that switching to their product reduces household fuel expenses by 33 percent.
Approach
M2.0 Communications sought to increase the brand’s online presence through a strategic social media campaign. The initiative was to create monthly posts that would introduce the products to consumers, encourage stakeholders to become distributors, and educate and increase Filipinos’ awareness about Gaz Lite.
Gaz Lite’s Facebook page was updated with social cards, and the M2.0 team developed videos on a monthly basis. The social media agency also tapped key opinion leaders (KOLs) to help increase the public’s confidence in the brand and its products.
Results
When M2.0’s partnership with Gaz Lite began back in 2018, the goal was to maintain an above-average industry standard of a five percent engagement rate. Midway through 2019, the number has consistently hit nine percent.
M2.0 was still not satisfied with it. Looking to climb the numbers more, the social media agency pushed for a community-based approach with Gaz Lite’s social media. We then recommended putting a face alongside the brand with endorsers and influencers. It wasn’t long until the engagement rate hit 16 percent.
Gaz Lite’s Facebook page garnered 90 percent in page sentiment and was able to increase their online community to over 23,000. Today, the brand has reached over 450,000 Filipinos. The brand’s goal in the next couple of years is to place their product in one million households. It’s a hefty goal; but with the brand’s value proposition for a clean, safe, and efficient fuel resource with a budget-friendly tag, it can only go up from here.
