Client Feature: Boys & Girls Clubs of America and Murphy USA
OVERVIEW
Murphy USA operates more than 1,470 retail stations in 26 U.S. states. Murphy USA understands how local communities and families depend on them every day and they take pride in giving back to the communities where their customers and team members live and work. As a part of their corporate social responsibility efforts, they partnered with Boys & Girls Clubs of America.
For Momentum was hired to activate the partnership and lay the foundation for a successful first year of the partnership and cause campaign. Our assignment was to create the overarching theme, provide the messaging architecture and to execute the creative developed for all marketing collateral, including in-store, at-pump deliverables and a team internal and external video.
ACTIONS
For Momentum created the messaging to reinforce the BGCA “Great Futures” branding and the broader community goals of Murphy USA. The campaign was built around the concept: “Murphy USA is passionate about making a difference in the communities we serve by fueling Great Futures and maximizing the potential of kids who need us most.” To align both brands, For Momentum brought the partnership to life under a “Great Futures Fueled Here” campaign. For Momentum developed collateral that told the partnership and campaign story, including materials for Murphy USA employees to show customers how to participate and support their local clubs.
For Momentum also developed a team video to communicate with employees the full scope of the partnership, including the impact Murphy USA will deliver to BGCA & Club kids. The internal video was created for all current and future employees to be introduced to the campaign. An external version of the video was also created for Murphy USA’s website and app.
RESULTS
In the campaigns first year, Murphy USA executed two campaign “sprints” from April 1 – May 5 and again from August 5 – September 1. To leverage a national coin shortage in 2020, For Momentum developed a strategy to ask every customer to either round-up their total purchase or to donate $1, $2 or $5 to “Fuel Great Futures for Local Kids” in our communities. In year one, the campaign has raised over $1 million and counting. To date, the campaign has raised over $5 million and counting.
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