Jenson Comes Clean

Armor All
Jenson Comes Clean

Creating authentic social content for a partnership between a champion and his favourite car cleaning brand.

The Challenge

Despite the success of the Armor All partnership in the previous year, Jenson Button received comments on his own social media questioning the authenticity of his branded posts. Refinery was challenged with creating 12 authentic and engaging Armor All partnership posts for Jenson Button’s own social media.

The Idea

Jenson Comes Clean gave Refinery the opportunity to touch upon both car cleaning and Button’s personal life and interests. Jenson Button’s latest endeavour is rallycross, so we chose off-road driving for the theme of the content as it’s something he and his audience have a genuine interest in.

The Execution

Focusing on authenticity, we created three main content pillars: nostalgia, car cleaning and insights and tips. This allowed us to seamlessly blend brand and product features into engaging content across 12 social posts for Button’s own social channels.

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