Case Study: CJ-4

The Challenges

• Educate the lubricant industry on the CJ-4 requirement – The American Petroleum Institute (API) requirement driven by the EPA's On-Highway 2007 Exhaust Emissions Standards that require major reductions in nitrogen oxide (NOx) and particulate matter (PM) for 2007 model year trucks.
• Reach a broad range of audiences with a great deal of information in a way that is beneficial and comprehensible to our customers.

The Goals/Business Objectives

• Lead the industry in times of change.
• Become a trusted resource to our customers on the topic of CJ-4.
• Provide comprehensive insight into the process.
• Demonstrate Lubrizol’s industry leadership and knowledge and our ability to educate customers in a way that is beneficial to their business.

The Comprehensive Approach

To assist the industry in its need for information about the complicated CJ-4 process, Lubrizol K2M developed a customized web site to outline every detail of the process.

Site Content

• Comprehensive overview of the issue
• Online courses
• Animated talks
• Reference library
• Extensive online and print promotion

Speed CJ-4 Adoption

To help speed CJ-4 adoption, a special program was designed for distributors that included a private product brand distributor site. The site content included:

• Video call to action
• Online CJ-4 sales courses
• Reference library
• Extensive data to back up claims and counter claims
• Site promoted in distributor newsletter

The Results

During the most critical 12 months of the lubricant industry's transition to the new API CJ-4 specification, this web site remained one of the highest ranked sources of information for CJ-4 on the Internet's three largest search engines.

Almost 50% of the people who went to this top-ranked site began learning how to explain CJ-4 to consumers. http://www.lubrizol.com/CJ-4Course/default.asp

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