Sinclair Oil
Problem
Recognized for its trustworthiness and the iconic DINO, Sinclair Oil is a household name whose loyal customer base is concentrated among mid-30s to late-50s drivers deeply connected by nostalgia. While the brand remains dependable, its inability to effectively update its social presence has hindered its relevance, failing to capture the attention of the younger Generation Z demographic as they enter the market.
Solution
Sinclair Oil successfully updated its social media strategy by rooting it in the company's rich history to establish credibility, while simultaneously leaning into helpful tips and showcasing Sinclair as a dynamic lifestyle brand.
Macy’s Thanksgiving Day Parade
The Sinclair DINO's 24-year run in the Macy's Thanksgiving Day Parade consistently earns valuable organic buzz. Leveraging this broadcast recognition, our primary goal was to connect Sinclair with a younger audience by designing and launching custom Snapchat and Instagram filters to be enjoyed during Thanksgiving with friends and family!
Behind the Scenes
Credits: Taylor Potts (Creative Director), Holly Aguilar (Design Director), Wallace Cruz (Multimedia Art Director), Stephanie Orges (Copy Writer)
Silver Addys Award • Sinclair Oil SocialMy role: Directed quarterly social content for Sinclair, developing content calendars and creating graphics and UGC-style videos. Managed production, budgets, and casting, and partnered with a developer to launch a Snapchat filter and social campaign for the Macy’s Day Parade.