Intro:
WD-40 users in the auto category don’t just look to reddit for knowledge sharing and auto advice, they look to reddit to be understood. Reddit is their place to find people with the same expertise to swap niche meme’s, inside jokes, and on-the-job bizarre moments that only other auto-MacGyvers would understand.
In order to create a product-focused prompt that would actually land, it needed to feel rooted in their daily experiences and still match the tone of Reddit humor.

The Problem:
WD-40’s Specialist Penetrant still faces a key perception gap: many users still confuse it with the original Multi-Use Product, which leads them to believe WD-40 “doesn’t work” on seized parts. At the same time, PB Blaster’s notoriously harsh smell - something most mechanics already hate - creates a major messaging opportunity for WD-40’s low-odor advantage to stand out.

Our Approach:
We leaned into the chaos of the comment sections. Using the “Troy walks in with pizza” meme, we created a product-focused prompt that mirrors the real debates happening in our comment sections - especially the misconception that a penetrant has to smell terrible to work. By pairing WD-40 Penetrant’s low-odor advantage with the most common objections we see on Reddit, the prompt invited MacGyvers to jump in, argue, correct each other, and keep the conversation going.

The Result:
Our prompt outperformed reddit engagement benchmarks with a total of 512 comments - a truly staggering accomplishment for an ad on reddit. (keep scrolling to see comment highlights or click on image for link to live prompt.)