Texaco Always-On Social

My writing partner and I crafted a "social playbook,” defining the rules of the road—things like the tone of voice, content pillars, look & feel, and some rules for engagement for Texaco’s always-on social presence. One challenge with this brand was its heritage. Texaco has a lot of history but they still wanted to be seen as forward-thinking. So it was important to strike a balance between nostalgia and high-tech performance. After launch, we concepted monthly content series and post creative that laddered up to the content pillars and overall strategy.

Dented Thoughts

You can get a lot of good thinking done on a long drive, because the open road lends itself to deep introspection. So each of these posts featured a perplexing question posed to our followers to engage some light-hearted conversation to provide some levity to our feed and relate to our audience of daily commuters.

Travle Scarmbelr

Texaco is a gasoline that’s fueled American history for generations of. Since the brand is steeped in Americana we wanted to tap into that a bit with this content series. we scrambled the names and images of known and more un-known destinations across America and challenged our audience to unscramble them—a nod to road trip culture and the adventurous spirit of our followers.

Commute Hacks

Performance is about more than just tweaking your engine or your car. It’s about enhancing your commute and creating a smarter trip. With this content series, we posted image carousels consisting of 2-4 steps on how to hack your commute to make the experience a lot less droning.

Road Trip, Recalculated

The quickest way from point A to point B is a straight line, but oftentimes it’s the winding roads and unusual scenery that make the trip amazing. With this series, we’ll highlight scenic byways across America that can replace regularly driven long-haul routes. We can “seasonalize” these so they’re relevant to fall foliage, camping season, etc. The best part is, there’s no shortage of colorful detours along common stretches of highway across the U.S.