Johnson’s Petroleum: Reinventing Brand Perception through Social Media Engagement By May 17, 2024
Johnson's Petroleum

Client: Johnson’s Petroleum

Executive Summary

Johnson’s Petroleum, a leading gas provider known for its lower-than-average-cost fuel, faced a significant brand challenge. Consumers associated the brand’s competitive pricing with inferior quality fuel, colloquially deeming it “bad” or “dirty” gas. This case study explores how, over the past year, a digital marketing agency revolutionised Johnson’s Petroleum’s brand image using targeted social media strategies, repositioning it as a friendly, clean, and reliable source of quality gas at an unbeatable price.


Johnson’s Petroleum has long thrived on providing cost-effective gas solutions. However, the misconception that lower prices equate to lower quality began to tarnish the brand’s reputation. Recognising the power of social media in shaping public perception, the company enlisted a digital marketing agency to overhaul its brand narrative.


The core challenge was two-fold: to dispel the myths surrounding the quality of Johnson’s Petroleum’s gas and to highlight the unique value proposition that enabled their competitive pricing.

The stigma of “cheap equals poor quality” had to be addressed head-on, transforming potential scepticism into a positive brand experience.



The agency devised a multifaceted social media strategy focusing on transparency, engagement, and community building. The approach was to create a brand voice that was not only relatable and friendly but also authoritative and trustworthy.

Key components included:

  • Educational Content: Posts and videos explaining how Johnson’s Petroleum maintains high-quality standards while keeping prices low. This included behind-the-scenes looks at their proprietary trucking service, which cuts transportation costs, a savings passed on to the consumer.
  • Testimonials and User-Generated Content: Leveraging satisfied customer stories and reviews to build trust and credibility. Contests and hashtags encouraged users to share their positive experiences.
  • Interactive Campaigns: Engaging the audience through quizzes, polls, and challenges that debunked myths about fuel quality and educated the public on what factors actually affect gas quality.


Over the year, Johnson’s Petroleum witnessed a transformative change in public perception:

  • Significant improvement in brand sentiment, as measured by social media analytics and sentiment analysis tools.
  • Increased engagement rates across all platforms, with particularly high participation in interactive campaigns.
  • A noticeable uptick in positive testimonials and user-generated content, amplifying the brand’s message through authentic voices.
  • Enhanced brand loyalty, as evidenced by repeat purchases and positive feedback in customer surveys.



Johnson’s Petroleum’s case is a testament to the power of strategic social media marketing in overcoming brand challenges. By effectively communicating the unique advantages of their service and product, the brand not only dispelled myths about its gas quality but also cemented its position as a reliable, clean, and friendly fuel provider. This case study underscores the importance of a well-crafted social media strategy in shaping consumer perceptions and driving business success.