• Transport
  • Marketing strategy
  • Content marketing
  • Videography and photography
  • Campaigns

Allied Petroleum supplies bulk fuel and lubricants to businesses. The petroleum market is highly competitive and as a commodity product, at acute risk of economic and geopolitical volatility. Within this environment, Allied Petroleum is up against aggressive, power-player competitors who they challenge for share of voice and brand awareness. To drive crucial long-term brand building, Allied Petroleum invest in creating ‘big splash’ content designed to be as effective as possible within cost-effective channels.

For the past two years, this has been an annual video-led campaign called Refuel Roadie hosted by Kiwi motorsport legend, Greg Murphy who Allied Petroleum engaged as their brand ambassador. The Refuel Roadie sees Greg embark on road trips to various locations around New Zealand to share stories about how Allied Petroleum keeps business moving, and how these businesses keep New Zealand moving.

YOY comparison shows Allied Petroleum has achieved a significant brand uplift.

  • 1.7 million impressions

  • 94% increase in brand searches

  • 94% increase in website conversions

  • Dozens of sales conversions – despite this not even being a key metric, the campaign generated direct leads!

Refuel Roadie Season 2 specifically achieved:

  • 199% increase in episode page views on the website

  • 15,186 social engagement on Meta

  • Episodes saved 80 times

  • 73% view rate upon narrowed re-engagement targeting!

  • 705,405 views on marketing channels

6,689 additional views on the website.

Greg Murphy with various Refuel Roadie guests
Allied Petroleum Refuel Roadie print advertisement
Allied Petroleum Refuel Roadie carousel social post
Allied Petroleum Refuel Roadie social media advertisement statics
Greg Murphy in front of giant Lemon and Paeroa bottle monument
Plato producer on shoot location


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