WD-40 Incites and Showcases Product Innovation with User-Generated Content and Social Sharing

WD-40 Case Study



One product, thousands of uses.

In addition to their signature penetrating oil and water-displacing spray, WD-40® focuses on maintenance, specialty, and cleaning products for industrial use. Globally, WD-40 Company is home to several world-renowned brands.



A cost-effective strategy to gather creative ways to use their product from customers and encourage those ideas to be shared through social media.

The company wanted to showcase the versatility and wide range of uses for their product, as well as inspire customers to use the product in new ways. With limited direct access to its customers, the brand needed a cost-effective strategy to gather creative ways to use their product from customers and encourage those ideas to be shared through social media. The use of traditional media to drive this approach was cumbersome and fraught with low response rates, and yet a social media-only approach limited the ability for the brand to own the content. Furthermore, social media did not allow for building a direct marketing email database, vitally important to the brand’s marketing efforts.


Solution & Results

Creativity reigns

The brand used Rivet to engage customers through their owned web properties and social media. With Rivet they hoped to generate new images and videos showcasing the creative ways that people use WD-40, complete with captions, descriptions, or testimony. The brand produced more than 5,400 customer profiles that included email address, name, and opt-ins to future marketing and promotions. The brand also asked consumers to provide social handles for Instagram and Twitter, capturing nearly 500 of these customer accounts, identifying their top advocates and enabling them to follow these important customers’ social media activity.

The brand’s customers proved to be creative in their use of the product and in providing the visual media to demonstrate it. While WD-40 is well-known to stop squeaks, customers also used the product to polish chrome on motorcycles and cars, clean rust from a wide range of surfaces, inflate flat tires, and even kinda probably as a secret ingredient while fishing to catch more fish (although the brand makes no claims to make you a better angler!). The quality of images was high and variety of images was vast, demonstrating that the brand was able to unlock the creativity of their customers to tell the brand story.

VIDEO: Customers submit over 2,000 uses for WD-40



ABC News “WD-40 60 Years Old and Going Strong”, aired on September 14, 2015

Rivet’s mobile-first approach to generating content allowed WD-40 customers to rapidly contribute from their smart device – either directly from the camera, media gallery or camera roll. Because Rivet’s capture capabilities can be used on nearly any device without downloading an app, the brand could engage customers on Apple, Android, Windows, and even Blackberry, as well as traditional desktop and laptop computers. This usability across devices was critically important for WD-40’s global customer base that spans a wide range of income and education levels, impacting their comfort with technology.

In contrast to media uploaded to Instagram, Twitter, and Facebook, the brand now has ownership of all media and data, creating an important library of authentic customer experiences. These experiences can be used anywhere in the brand’s digital marketing, and because Rivet can capture high definition and long-format media, the brand can take advantage of future content for television and print channels as well. The brand can use Rivet-generated content directly with Percolate as a marketing publishing platform, increasing the scope and speed at which authentic customer experiences can be marketed.

  • More than 5,400 authentic pieces of media were generated
  • 100% of media included important profile information including email address and name
  • Nearly 30% of all consumers opted-in to direct marketing communication
  • Over 500 Instagram and Twitter accounts were linked to the media