Case study: Building brand awareness and a?nity with eye-catching content July 30, 2018 Caltex caught the eyes of their mobile-?rst audience with interactive quizzes and viral comics hosted on Tumblr. The international auto fuel company wanted to build brand awareness and to create a?nity by educating users in the Singapore market on Caltex's o?erings. Caltex created custom mobile ad units to boost visibility, awareness and overall sales in the highly competitive Singaporean auto market. The campaign also caught consumers' attention with custom branded content featuring consumer tips for car owners. To boost engagement, Caltex delivered easy-to-consume, entertaining content hosted on a custom Tumblr site with content that also educated consumers on the bene?ts of Caltex's loyalty program a

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