Growth Energy

Using Social Media as a platform for viral and sharable brand engagement.

THE COMPANY

Growth Energy asked us to increase awareness of Unleaded 88 (E15) by reaching moms and millennials who care about sustainability and their families’ future.

Budgets were reduced to a quarter of the original scope. We adapted without sacrificing strategy or creativity. While the client selected to create a single commercial by another agency with the hopes of airing it on Super Bowl, we were the runner-up. 

The chosen work won awards for the agency selected, however, it didn’t deliver the social engagement or behavior shift the client had hoped for. We remain proud of our stronger, more behavior-led solution.

OUR SOLUTION

We designed a social-first campaign to increase visibility of UNL88/E15 and drive behavior change at the pump by meeting moms and millennials where they already engage. Our focus was on creating content that is fun, shareable, and tied to sustainability to build both awareness and product recall. Our tactical plan covered the full funnel from awareness to fuel sales uplift and was designed to spark shareable momentum.

We created a tactical ecosystem where every interaction supported the same behavior shift: Choose a cleaner fuel. Our approach established Get Biofuel and UNL88/E15 as a brand that understands the millennial mom experience and champions sustainability in an approachable, entertaining way.

Growth Energy Program Logo 

We created the campaign name Shifting Gears to capture both the mindset shift and the literal action of choosing UNL88/E15 at the pump. It distilled the program’s core objective into a simple, memorable idea that motivated drivers to make the cleaner, smarter choice.

To support the campaign identity, we developed the tagline and a hashtag ecosystem that encouraged participation, amplified sharing, and made the movement easy to track and scale across channels.

Growth Energy Campaign

Our ad campaigns were focused around raising awareness of UNL88/E15, using relatable humor that spoke directly to the everyday experiences of busy women. One campaign specifically highlighted motherhood and the role of being the family chauffeur, connecting the brand to real-life routines.

Campaign content was grounded in research insights. Each copy point leveraged these insights to engage and resonate authentically.

  • Women spend more time in the car than men, running errands, managing school pickups, and fueling the family vehicle. 

  • They are often the primary decision-makers when it comes to fuel purchases. 


    To maximize reach and engagement:

  • Optimized social media SEO with hashtags and a consistent lexicon strategy
    Used retouched stock images for the initial launch to stay on budget
    Planned future user-generated content, inviting followers to submit “Day in the Life” videos to deepen engagement and authenticity

  • Created a custom jingle for recall at the pump


This approach balanced strategy, humor, and insight to create a social presence that was both shareable and behavior-driven.

Growth Energy | Social Content

We proposed maintaining relationships with the audience, and position Get Biofuel as a champion of sustainable living. The evergreen content established Get Biofuel and UNL88/E15 as a brand that cares about the environment and understands the millennial mom experience. This approach was designed to keep the brand top-of-mind, drive shareable engagement, and foster advocacy among target audiences.

Carseat Karaoke was a social media engagement tactic using a custom jingle to boost shareability, reinforce recall at the pump, and fuel the campaign’s momentum. It was included on all channels of communications including the website home page. 

Growth Energy / Website Aggregator

We proposed a website designed to reinforce Get Biofuel and UNL88/E15 as leaders in sustainable fuel while supporting shareable content and product recall. This strategy positions the website as both an informational hub and a central node in the broader campaign ecosystem, supporting awareness, engagement, and sustainable behavior at the pump.

• Publish blog-style posts that educate, entertain, and increase SEO, with backlinks to social platforms
• Cross-pollinate content between website and social channels to ensure consistent messaging and maximize reach
• Provide easy access to apps such as Waze and GasBuddy so users can locate biofuel stations
• Design content to make product recall intuitive at the point of purchase

Additional Tactics

To incentivize stations, we proposed a monthly post featuring a “Gear Shifter” employee who drives sustainable change.

The first 1,000 customers to post a video at the pump or singing our Carseat Karaoke jingle, tagging the brand on any social platform would get a sustainable plush mascot.

We proposed a Michelin-style guide on the website to generate shareable content and backlinks highlighting best eco practices. The guide would focus on local markets and recognize the most sustainable businesses with “trees” or “green drops” instead of stars.

 
 
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