Case Study: BP (with Epsilon) increases driver engagement and gas‑station visits with Adobe Marketing Cloud

BP fuels traffic to gas stations

BP, a global oil and gas company, faced the challenge of growing and retaining U.S. drivers as vehicles became more fuel-efficient and needed to scale its Driver Rewards loyalty program with a lean marketing team. BP partnered with Epsilon, leveraging Epsilon’s CRM integrated with Adobe Campaign (Adobe Marketing Cloud) to centralize customer data and enable targeted, cross-channel campaigns.

Epsilon implemented Adobe Campaign within its CRM to run automated, highly segmented email programs, manage campaigns in a single location, and build workflows and triggers (with eight people running daily emails). The solution delivered richer segmentation, centralized campaign management and increased engagement and click‑through rates, while campaigns like “Give a Reward, Get a Reward” expanded awareness and helped drive more customers to BP stations.

BP/Epsilon

Jonathan Lee

Brand Communication Manager