Discipline  Marketing Strategy: "The Search for 2000 Uses"

Challenge  WD-40 is known for its versatility.  Its effectiveness for a variety of purposes has fueled a spirt of experimentation by consumers, many of whom try WD-40 on just about anything.  We wanted to engage consumers in creating the definitive list of ways that WD-40 could be used.

Result  As VP Marketing, I worked with our team and agencies to create the Search for 2000 Uses, a campaign to ask consumers to tell us how they used WD-40.  With a modest PR and ad budget, our campaign attracted 300,000 entries and built a large database of brand users.  The following year, we parlayed that database into The WD-40 Fan Club.