“Life is a journey, not a destination.”
- Ralph Waldo Emerson
They say getting there is half the fun – but we happen to think it’s all of it. Out on the road, where carefree attitudes are contagious and possibilities are at every turn, there’s no telling what adventures lie ahead. When you make CITGO your first stop, you’ll be ready to go anywhere!
Social art direction, photo editing, and animation by me
Social strategy and reporting by Rocky Perez & Samantha Castillo
Social INSPIRATION
GPS off. Wanderlust on! Previously, CITGO’s social mainly focused on their In-store experiences and gas pumps, but now It’s time to focus on the real reason people stop. To gas up, and get on with their adventures!
Before
After
ORGANIC SOCIAL
Shifting the focus away from in-store experiences to the adventures people have after fueling up – our biggest focus was to develop a tailored social editing style that would fit CITGO’s brand. With very little budget, we focused on developing user generated content strategies, and utilizing royalty free assets to crafty stories. To counter the varying range of photography we would be receiving, we developed an editing style focusing on color balance, cleaning up unwanted blemishes, and even exposures.
Editing steps
JEEP GIVEAWAY Revitalization
CITGO annually gives away a Jeep to their followers, and had custom illustrations made for the promotions. However, these graphics lacked humanity, did not flow with their feeds, and we believed people did not understand that this was a Jeep giveaway. We instead took the Jeep illustration and began editing it into photography with copy screaming giveaway. Overall it was a huge success, and we gained more entries than they previous year!
Before
After
