Murphy USA
The Approach
Murphy USA isn’t the kind of brand most people follow for fun—and that was exactly the challenge. As a national gas station chain frequented by working-class folks with little time for social media, we knew traditional engagement tactics wouldn’t cut it. Our solution? Build an ecosystem where each touchpoint had purpose. By connecting social media with Murphy’s already-popular app, we created a smart, mutually reinforcing loop: content that invited people to engage and earn, then used that engagement to bring them back for more.
The results spoke for themselves. Our Kawasaki sweepstakes alone drove over 180 million loyalty points used, 7.2 million entries, and re-engaged more than 176,000 dormant users. Not only were we growing their social following, we were also generating real sales—and sparking new life in their loyalty program in the process.
Role:
Art Direction
Context:
The Loomis Agency
Scope of Work
Campaign Strategy & Creative Direction
Social Media & CRM Integration
Mobile App & Web Design
Sweepstakes & Loyalty Program Design
Brand Partnership Integration
Animation & Motion Design
Email, SMS & Push Notification Campaigns
In-Store & Point-of-Purchase Materials
Content that fuels behavior, not just buzz.
The Strategy
Rather than chasing likes, we designed campaigns that encouraged real action—driving purchases, app engagement, and repeat behavior. Our largest initiative, a Kawasaki giveaway, invited users to redeem loyalty points for sweepstakes entries. The only way to earn points? Make purchases. With this simple mechanic, we gave our hard-to-reach audience a real reason to engage while giving the business a surge in both sales and data-driven insights. Brand partners like Kawasaki and Monster came with strict guidelines, but we translated those guardrails into design opportunities that felt premium, bold, and built for scroll-stopping impact.
