Purolator Harnesses Power of Social Media to Deliver its Message to Motorists – UnderhoodService

Purolator Harnesses Power of Social Media to Deliver its Message to Motorists

There is little doubt that social media has become the primary source of communication for today's consumer. All one needs to do these days is post a message on Facebook, a social community website or Twitter, a social networking or microblogging site, and it spreads like wildfire - across continents - in seconds.

There is little doubt that social media has become the primary source of communication for today’s consumer. All one needs to do these days is post a message on Facebook, a social community website or Twitter, a social networking or microblogging site, and it spreads like wildfire – across continents – in seconds. Capitalizing on this fast-growing medium, Purolator, manufacturer and supplier of automotive filters to the North American Aftermarket, has harnessed its online strength to reach out to its customers.  

As of April this year, Purolator is now using its presence on Facebook (www.Facebook.com/Purolator) and Twitter (www.Twitter.com/Purolator) to spread its message far and wide at lightening speed. Purolator’s YouTube channel (www.youtube.com/user/purolatorfilters) is yet another important medium that the company now utilizes to share entertaining and educational videos about filters and related subjects.

“A large number of our do-it-yourself (DIY) customers are using Facebook and Twitter more frequently than any other means of communication – making it an ideal channel through which to deliver our messages,” said Chuck Kerrigan, director of marketing for Purolator. “Purolator’s presence on Facebook allows us to not only post product-related messages, educational videos, photos, Q&As and information about promotional events, but to also have interested people ‘like,’ or ‘follow’ our progress over time. It is also a way for us to be able to hear from and respond to our customers in a way we have never been able to before” Kerrigan said.  

Purolator will also be using its Facebook site to launch its “Garage-a-thon” photo contest in August. The contest will encourage DIYers and professional technicians to submit photos of their garage to win the ultimate grand prize of a classic car that will make their garage the envy of the neighborhood. The contest will be held mid-August to mid-October.

“To keep people coming back every day after submitting their garage photo, there will be a daily drawing for a fun prize for one lucky garage owner,” said Kerrigan. “This will provide our contest participants many more chances to win,” he said.

Recently, Purolator launched an entertaining and educational video campaign. Titled, “If They Can,” to illustrate the ease of doing an oil change, the campaign is being promoted through Facebook, Twitter and YouTube. Three characters in three separate videos, an Amish man, a Geisha and a grandmother, who have never done an oil and filter change before, are shown performing one. The message is: If they can do it, you can do it. The Geisha video is a Facebook exclusive for only a short time to encourage traffic.

Also included in the campaign will be regular postings on the Purolator Facebook wall to engage consumers in discussions while also providing educational information and entertainment. A blogger outreach initiative is intended to further communicate with the target audience. Tweets sent with links will encourage consumers to view these videos while YouTube will feature the long-form version of the videos. Finally, online media banner ads will drive traffic to the Facebook site where these videos will be available.

“In the current communications environment, social media provides us the ideal platform for capturing the attention of our target audience and being able to have a conversation with them,” said Kerrigan. “This is where it’s all happening and we want to be a part of it,” he said.

Purolator is a proud supporter of the Automotive Aftermarket Suppliers Association’s (AASA) Know Your Parts education and awareness campaign. This initiative promotes the importance of quality brand name aftermarket parts backed by full service suppliers to preserve the industry’s good reputation. For more information, visit www.AASAKnowYourParts.org.

To learn more about Purolator filters and the filtration category, visit www.purolatorautofilters.com.

You May Also Like

Diagnosing Intercooler Boost Trouble Code P0299

The criteria for setting the code is very basic.

A code P0299 for lower- than-normal boost can be one of the most challenging DTCs to resolve. You might think it is a code for a leak, but it could be more than a leak. The criteria for setting the code is very basic. The engine management system is looking at the desired boost pressure and the actual boost pressure, if the actual and desired do not match for the conditions. 

Honda Electronic Throttle Body Service Tips

Using care and following OEM procedures will help you to avoid unnecessary parts replacement and comebacks.

Why Alternators Are Subject To Ripple Voltage

The alternator produces an AC current that must be converted into DC current by way of a rectifier.

Belts and Pulley Alignment

A misalignment of the plane of the belt can occur when a pulley is not parallel to the other pulleys on the belt drive system.

Diagnosing Misfires

What if there are no codes and a misfire is intermittent? This is where it gets complicated.

Other Posts

Lifter Deactivation

The area of contact between the lifters and cam lobes is the highest loaded surface inside an engine.

Alternator Testing For No Charge Conditions

Many alternator problems turn out to be nothing more than a bad connection at the alternator or a bad wiring harness.

Understanding Coolants

All-season coolant used inorganic acid technology and worked great for almost 30 years.

Ignition System Do’s and Don’ts

Why do ignition systems give technicians problems when diagnosing ignition-related misfires? The answer is that some technicians use tests that might give inconclusive results or do damage to the coil or drivers inside a module.