Reached 600K people across the campaign
Drove over 20K content interactions
Grew the combined follower base by 22 percent
The Question
Curoil has been part of daily life in Curaçao for more than 40 years. Not just as the regional supplier of fuel products and services, but a company embedded in the local culture. And the Blue Wave first qualification and participation at the World Cup was THE moment to prove this beyond a doubt. The brief wasn't to invent a new story, it was to back the one the island was already telling itself, playing a supporting role instead of the main event. We built the campaign around one idea: Curoil, Fueling the Blue Wave. Every piece needed to say we're proud and support you, not we're the story.
The Impact
Over three and a half weeks in June, the Blue Wave campaign turned into one of Curoil's strongest social periods to date. Predict the Score ran across all three group stage matches, sending real fuel card winners home after each one and giving the island a reason to check in on Curoil's page after every whistle.
A printed and digital scorecard, staff t-shirts and sponsorship of a community watch event alongside a few other partners rounded out the moments Curoil could point to and say, we were there too.
The numbers back up what the content already showed. Instagram followers grew 72.5 percent in three and a half weeks. Combined across Facebook and Instagram, Curoil's audience grew by almost 25%. Predict the Score alone pulled in over 8,000 entries across the three matches, each one a small moment of a fan checking back in with the brand. The best performing content played on the emotional significance of the moment and the sense of belonging. People weren't reacting to a campaign, they were reacting to being seen. This is the difference between sponsoring a moment and belonging to it. It's proof Curoil fueled a wave the island had already started, not one built for the campaign.
The Learning
We followed three simple steps:
Make a plan
Execute the plan
Throw away the plan
In order to do this, it requires us as the agency to keep the communication lines open with the client and to be able to pivot.
Before we kicked off the campaign, we presented the entire campaign with the different activations and special moments, and we got the green light. While scheduling and mid-content creation, we realised together with the client that it just might be too much. Too many moments of asking for attention over a 3-week span.
The whole point was to support the Blue Wave and not detract from it. At the rate we were going, the full campaign was taking attention away from other meaningful moments within the campaign. We made the call together with Curoil to scale back, not because any piece was wrong on its own, but because the calendar and the moment couldn't hold all of it at once. Cutting the list gave Predict the Score, the countdown content, and the scorecard room to actually land instead of getting lost in a crowded feed and allow the other videos to capture the attention and live a life of their own. The lesson carries past this campaign: a good plan earns you the green light, but knowing when to throw it away earns you the results.
