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Influencer marketing for the UKRNAFTA gas station network

How to reach 2,000,000 social media users with influencer marketing

#Influence

Input data

Client: UKRNAFTA – Ukraine’s largest oil-producing company.

Timing: 2 months.

Team: influencer marketer, project manager, proofreader.

Problem: during the rebranding period, the company needed an effective tool to inform a large audience about the updates to the gas station network, its competitive advantages, and the quality of its services. An additional challenge was to shape a modern perception of the brand among a broad audience and overcome existing stereotypes about the network. It was necessary to increase brand awareness, communicate the key changes, and strengthen the trust of potential and existing customers.

Tasks

inform the public, with the involvement of well-known public figures (pop and film stars, bloggers, niche influencers, and opinion leaders), about the competitive advantages of the gas station network;

strengthen the company’s competitive advantages in the fuel station market;

expand customers’ knowledge of fuel quality at the gas stations;

increase awareness of the UKRNAFTA gas station network and strengthen the company’s market position in a highly competitive environment;

increase sales of gasoline, diesel fuel, LPG, and related products;

strengthen the loyalty of existing customers and attract new ones.

List of works

1. Briefing and defining the objectives of the influencer marketing campaign.
2. Searching for and selecting relevant bloggers in accordance with the brand’s target audience.
3. Analyzing influencers’ audiences and verifying the accuracy of statistical data.
4. Preparing and approving a shortlist of bloggers with the client.
5. Developing and approving technical briefs for content creation.
6. Negotiating cooperation terms and supporting contractual processes with bloggers.
7. Coordinating the filming process, including agreeing on dates and locations.
8. Monitoring content preparation and communicating with bloggers at all stages of implementation.
9. Reviewing and approving materials with the client prior to publication.
10. Planning and approving the publication schedule for integrations.
11. Monitoring and controlling content placements.
12. Collecting statistical data based on the campaign results.
13. Analyzing the effectiveness of placements and preparing a final report with recommendations.
14. Developing recommendations for further cooperation with influencers based on the results obtained.

Integration format:

- bloggers demonstrated the process of refueling their cars at UKRNAFTA gas stations;
- introduced their audiences to the updated gas station complexes and services;
- talked about fuel quality control and their personal experience of using the network;
- repeated the campaign’s key messages in a series of Stories with a brand mention.

Results

As part of the campaign, 10 collaborations with bloggers from different content niches were implemented. The main focus was on native Reels, TikTok, and Stories formats, which organically integrated the brand into the creators’ everyday content.

Overall campaign results:

- 9 Reels + 1 TikTok;
- 10 series of Stories;
- 2,086,472 video content views;
- 950,756 Reels reach;
- 72,398 interactions with video content;
- 1,044 profile actions;
- ≈70,000 Stories views;
- 1,109 interactions in Stories;
- 565 clicks on the brand mention in Stories.

The highest engagement rates were demonstrated by:

- Vasyl Lukianov – ER 12%;
- Tvorchi Varenychky – ER 8.8%;
- Mykhailo Rybko – ER 6.9%.

The highest reach and number of views were generated by integrations with Iryna Mashyna, papaelik, and Ivan Havrylov, which significantly expanded the brand’s contact with its target audience.

Stories proved to be an effective tool for additional audience engagement after viewing the main content. The Stories series maintained interest in the campaign, generated additional interactions, and drove traffic to the brand through mentions.

Results

Overall campaign results:

The highest engagement rates were demonstrated by:

- Vasyl Lukianov – ER 12%;
- Tvorchi Varenychky – ER 8.8%;
- Mykhailo Rybko – ER 6.9%.

Conclusions

Influencer marketing proved to be an effective tool in supporting UKRNAFTA’s rebranding. Through collaborations with bloggers, the brand was able to reach a wide audience, boost recognition, and highlight its competitive advantages. The results confirmed the value of continuing to work with influencers to strengthen the brand's position and maintain communication with the audience.

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