WD-40 Case Study
The Brief
The Brief
WD-40 partnered with SNS to deliver a TikTok influencer campaign aimed at driving brand awareness, increasing engagement, and growing their TikTok following.
Beyond simply promoting the brand, WD-40 wanted to shift its positioning as a versatile household product, showcasing some of its 2,000+ approved uses in a way that felt organic, fun, and relatable to new audiences.
What We Did
Influencer
The Approach
The campaign was structured in two phases under the hashtag #WD40Hacks. We identified key TikTok creator genres, including parents, DIYers, and tradespeople, and challenged them to produce content demonstrating 3–5 practical WD-40 hacks each.
Across both phases, 13 influencers were selected for their strong, engaged audiences and relevance to WD-40’s brand message. Content was created specifically for TikTok, leveraging trends and formats that felt native to the platform while showcasing the product’s versatility.
The Results
The campaign successfully amplified WD-40’s presence on TikTok, with the 16 pieces of influencer content reaching over 645,000 views and generating more than 50,000 engagements. During the 6-week campaign, WD-40’s TikTok following grew by 11%, with audiences actively interacting with and sharing the content. The campaign effectively increased awareness of WD-40’s diverse uses, while also positioning the brand as a fun, practical, and must-have household product.
