Case Study: ILSAC GF-5

The Challenges

• Educate the lubricant industry on the GF-5 process – the development of new engine designs, emission systems and the GF-5 oils they rely upon.
• Be absolutely comprehensive, accurate and timely on every detail to support our customers in the transition to GF-5.

The Goals/Business Objectives

• Lead the industry in times of change.
• Become a trusted resource to our customers on the topic of GF-5.
• 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

Through the creation of a public Internet site, Lubrizol K2M's program provides the lubricant industry with the most comprehensive look at the GF-5 process. The site provides customers with all of the necessary information to help them transition to GF-5.

Site Content:

• Timeline
• OEM videos
• Breaking news on committees and automotive regulation
• Global market impact
• Future of ingredients and vehicles
• Technical papers
• Committee calendars
• E-mail alerts

What role did Lubrizol K2M play in building GF-5.com?

K2M managed the development of GF-5.com, providing subject matter experts, copywriters and project management. K2M's experts worked closely with passenger car and engine oil experts from Lubrizol's engine oil additive group who participate on industry committees involved in the development of the ILSAC GF-5 specification.

K2M also worked closely with Lubrizol engine oil's marketing communications manager and an external agency to finish the detailed site design. The original site, consisting of over 50 pages of content, was constructed in less than 3 months.

The results - Feedback on K2M efforts was excellent

Customers are impressed by the depth and breadth of information on the site. Lubrizol engine oil's marketing and technology managers are extremely pleased with the effort.

"We could not have completed GF-5.com on time or on budget without K2M. K2M had the base of knowledge we needed and knew how to package it."

GF-5 is now listed as one of the top sources for ILSAC GF-5 information by all three major search engines, largely due to the strength and relevance of the site's content.

To see the level of quality and the depth of knowledge shared, visit GF-5.com

K2M continues to manage regular updates to the GF-5 site content and produces weekly reports on site usage and other metrics. www.gf-5.com

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