Marvel Mystery Oil: 1923 - Forward Into The Past

Marvel Mystery Oil, a fuel additive brand, launched its Facebook presence in the US by creating social content centered on The Marvelizer, a 1923 hot rod built by influencer partner Max Herman.

Executive Summary

CHALLENGE

Marvel Mystery Oil, the original oil enhancer and fuel treatment, boasts nearly a century-long legacy. For much of its 90+-year history, the brand has relied on word-of-mouth from loyal gearhead users who swore by the product to drive awareness and sales. But charged with growing sales, the brand decided to invest in marketing last year, launching its social media presence.

After initial success, Marvel this year looked to maintain sales growth and steal market share from competitors by deepening its online engagement. From a new product development standpoint, Marvel had the additional challenge of generating buzz for...

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