Based in Wigan, UK, Hylomar LLC is a leading manufacturer of flexible engine sealants, with strong market share throughout Europe and Asia. Their products are used in jet engines, and a who’s who of prestige car brands. Monogram was engaged by Hylomar in May to build an impactful US brand in support of quickly growing distribution with professional channels and retailers.
We started our research with Chicagoland mechanics, visiting several shops to get front line perceptions of Hylomar’s flagship product vs. their competitors. Based on those insights, we anchored their brand position on a bold claim of superior efficacy, to counter being outspent 100 to 1 in market.
Our campaign revolves around the tagline “Hylomar. It just ***ing works.” A healthy dose of attitude on top of a great product line.
We launched the campaign through a promotional tie-in to Hylomar’s presence at the Automotive Aftermarket Products Expo (AAPEX) in Las Vegas. Leading up to the show we launched our social media and PR push, featuring a contest to attend the show for two lucky winners, with all expenses paid.
The early returns? Very impressive. Placements on the front page of EngineBuilder.com and other trade sites. Relationships established with social media stars like Jim Bates. 30,000 targeted FB users, in 40 cities, reached in the first week. 865 likes to one FB sponsored post. 1,100 Twitter followers in a month. And on and on.