Scaling WD-40’s Social Presence Across Australia

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Page Growth

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Growth In Organic Post Engagement

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Growth In New TikTok Followers

The Challenge

WD-40, an iconic global brand, engaged us to strengthen its digital presence across Australia and New Zealand. While the brand already had widespread recognition, the challenge was to increase brand awareness and recall across social platforms.

Another priority was to grow and engage a loyal social media community across Facebook, Instagram, and TikTok. The brand also needed to amplify its messaging to reach wider, younger, and more diverse audiences.

Finally, trusted voices had to be leveraged to deliver authentic content that reinforced WD-40’s market positioning.

The Approach

We developed a multi-channel social media and influencer strategy designed to expand reach, build engagement, and drive community growth.

Organic Social Media Management

Day to day organic content was managed across Facebook, Instagram, and TikTok. Content was created to be educational, entertaining, and engaging in order to strengthen community connections. All posts were aligned with WD-40’s brand messaging while formats were tailored to suit the behavior of each platform.

Paid Social Media Campaigns

A multi channel paid approach was implemented to boost brand visibility and reach. Ongoing BAU campaigns were delivered with a focus on Facebook Page Likes, TikTok follower growth, Instagram boosted posts, and specialist awareness campaigns.

Influencer & Creator Marketing

We partnered with trusted influencers and content creators across Australia and New Zealand. Their content was used to amplify brand messaging and introduce authentic voices into the brand story. Influencer generated content was also repurposed across both organic and paid campaigns to maximise impact.

The Result

Follower numbers and engagement increased significantly across Facebook, Instagram, and TikTok. Brand awareness and recall grew noticeably across both the Australian and New Zealand markets.

Influencer voices were successfully integrated, driving authentic engagement and expanding overall reach. A strong foundation of educational and entertaining content was established, positioning WD-40 as both a trusted and relatable brand in the digital space.

Key Results Included:

440% page growth

Through a fully integrated organic and paid social media strategy across Facebook, Instagram, and TikTok, we delivered exceptional audience growth for WD-40 across Australia and New Zealand. This growth was driven by a consistent content calendar focused on educational, entertaining, and problem solution based creative, combined with paid amplification campaigns designed to attract high quality, relevant audiences.

149% growth in organic post engagement

Our content strategy focused on creating highly engaging, platform native content tailored to each audience segment, including how-to videos, creator led demonstrations, and relatable everyday use cases.

13.5k growth in TikTok followers

Recognising TikTok as a key growth channel, we developed a dedicated TikTok strategy combining organic content, creator collaborations, and targeted paid follower campaigns. By leveraging trending formats, creator style content, and educational demonstrations tailored to the platform, we rapidly grew WD-40’s presence among new and younger audiences.