Spark The Change
"A brand is only as authentic as its most local edge."
How does a global brand behave like a local one, at scale, without lying?
Dealer networks are treated as distribution, not as community. The people closest to the customer are usually the last to be given a story.
A brand is only as authentic as its most local edge. Give the edge permission to act and the brand acts everywhere at once.
Spark The Change — a Facebook-led engagement program that dared Castrol dealers to change something around them, in business or in society. Small acts. Real names. Public credit.
Dealers documented their acts on the platform. The best were amplified nationally. Change stopped being a slogan and became a leaderboard.
Deeper dealer engagement, measurable community goodwill in dealer catchments, and a distribution network that finally had a story to tell.