Power Service has built a trusted name among diesel owners for more than 65 years. As the company prepared to introduce DPF Flush—its first new product in two decades—it wanted to ensure the launch made an impact with the people who know diesel best.

HCK2 developed Power Service’s first-ever PR and influencer campaign, combining credible media coverage with authentic product experiences to introduce DPF Flush to highly targeted audiences.

The Challenge

Power Service already had strong brand recognition and customer loyalty. The challenge was introducing an entirely new product category and quickly educating the market about what DPF Flush was, what it did and why it belonged in the Power Service product lineup.

With audiences ranging from fleet operators and farmers to RV owners and diesel enthusiasts, the launch also needed to reach each group through sources and voices they already trusted.

The Solution

HCK2 created a phased PR and influencer strategy designed to build anticipation before launch and drive awareness once DPF Flush hit the market.

Ahead of the announcement, we identified, vetted and managed relationships with influencers across the fleet, RV, farming and gearhead communities. Custom swag and product packages gave creators an early opportunity to tease the launch before testing DPF Flush themselves and sharing authentic experiences with their audiences.

HCK2 simultaneously launched a targeted media relations campaign focused on the publications, podcasts and industry voices most relevant to diesel owners and operators. Coverage included Pickup Truck Talk, RV News, The Diesel Podcast, Fleet Maintenance and The Smart RVer Podcast.

Media Coverage

Product Launch — Influencer Content

The Results

For a brand entering PR and influencer marketing for the first time, DPF Flush made a strong debut. Earned media outreach secured 10 media placements and generated an additional 42 pieces of social coverage, reaching a potential audience of 5.2 million.

Influencer partnerships extended the launch to an additional potential audience of 4.8 million and generated more than 197,000 views through authentic product demonstrations, reviews and experiences.

The launch also drove increased website traffic and strong interest from Power Service’s retailer and distributor network, extending awareness beyond consumers and helping build momentum for the new product.