Case Study: WD-40 Company achieves increased brand mentions and global social engagement with Meltwater

WD-40 Company Travels from Under the Sink to the Cloud; Going Social Shapes Global Branding

WD-40 Company, the global maker of household and workshop brands like WD-40®, 3-IN-ONE® and Lava®, faced a new challenge as DIY blogs, forums and social networks multiplied: tracking, understanding and engaging the growing volume of online conversations about its products. The company needed a way to listen to brand mentions, gauge sentiment across media types and turn social activity into customer insight.

WD-40 implemented the Meltwater Buzz social marketing suite to monitor 350–600 daily mentions, identify trends, influential bloggers and geographic hotspots, and share customer tips and positive comments via Twitter and Facebook. The program sharpened decision-making for global managers, boosted brand engagement and fan growth, and produced measurable increases in online conversation—while WD-40 continues working to directly tie social activity to sales.

WD-40 Company

Paige Perdue

Director of Digital Marketing