Quotation Mark

BVA is an extension of our team. They understand our business, values, and deeply root themselves in our culture to provide excellent service that drives a strong ROI.

The WD-40 Company (WD-40) has been a staple in American households for over 65 years. The brand’s mission is to deliver unique, high-value solutions for a wide variety of maintenance needs.


Through our discovery process with WD-40, we uncovered that the brand’s average age demographic was older generations of consumers. Millennial professionals working in construction, automotive, maintenance, repair, and operations weren’t as familiar with WD-40 products.

These millennial professionals represented an untapped opportunity for the company, which WD-40 and BVA decided to pursue.



While product-focused campaigns still served a purpose in educating audiences about the brand’s portfolio, we wanted to introduce a new channel to WD-40’s media mix that would serve as an initial touchpoint for younger, millennial users.

That channel would be Connected TV (CTV).


Reaching More Than 800,000 Millennial Households

Reaching More Than 800,000 Millennial Households

By using CTV, WD-40 could deliver their message directly to millennial’s living rooms and tap into a time when their audience was actively engaged in the content they were consuming. As a result, the WD-40 CTV campaign reached 852,445 millennial households in three months.


A Million Millennial Impressions

During its first three months, the campaign generated more than 1,238,325 impressions and averaged 93.5% video completion rate. Leveraging CTV as a tactic in WD-40’s media mix helped increase brand awareness and build brand credibility among millennial professionals.


Reaching a Millennial Audience with Connected TV (CTV)

Our collaboration with WD-40 allowed the brand to identify new growth opportunities, introduce a new channel to their media mix, and establish themselves as an innovative and credible brand to a new generation of millennial consumers.

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