Castrol revs up online presence across 40 retailers

Bringing customer feedback out of the archives

When drivers and mechanics look for motor oil online, they want to know how it handles intense engine heat, keeps parts clean, and protects a vehicle over thousands of miles. Castrol customers had already left detailed, honest answers to these exact questions. After migrating to a new platform, years of that feedback was stranded inside a legacy archive. The reviews existed. They were simply unreachable. Castrol’s product listings on major retail sites showed little to no review content on core motor oils, which left online shoppers feeling uncertain.

Recovering reviews and multiplying reach

Castrol worked with Bazaarvoice to seamlessly migrate its historical reviews out of the legacy archive back into active online channels. The project successfully transferred the old data, changing Castrol’s retail presence with very few live reviews into widespread visibility across the web. To get more value from the recovered reviews, Castrol used product grouping, which links different sizes of the same product together. For core lines like Castrol EDGE and Castrol GTX, a review written about the one-quart bottle also appears on the five-quart jug, the gallon, and the eco-pack. One review now populates four product pages. Across 820 products, that multiplier is what turned a data recovery project into meaningful retail coverage.

Making products easier to find and buy

The migration amplified Castrol’s displayable review count across its retail network and product searchability. Sharing customer experiences completely changed how Castrol products show up on automotive and home improvement storefronts.

Because retail store search engines automatically favor products that show regular customer activity, the influx of reviews pushed Castrol’s core motor oils straight to the top of partner web pages. The program now supports retail products with syndicated customer reviews giving Castrol a practical way to ensure its products get seen, trusted, and bought.

• 92.3% volume lift: Moved thousands of customer reviews out of an inactive archive, and their syndication resulted in remarkable product coverage.
• 40 retail destinations: Connected and shared active customer reviews across major automotive and home improvement websites.
• 820 products supported: Launched active review coverage for distinct retail items on distributor channels for the first time.
• First-fold search results: Filled pages with real driver language to ensure core oils appear at the very top fold of online store searches.