WD-40 Company increases average daily sales by +50% using AI-powered video generation

Goals

WD-40 Company is a San Diego-based brand that develops and sells maintenance, home care, and cleaning products. In early 2026, they set an ambitious objective for the launch of their new WD-40 Specialist Professional Degreaser product in the highly competitive French market. The brand wanted to capture attention and build a sustainable customer base from the start. The challenge was clear—how could a newly listed product break through without a pre-existing sales history? In collaboration with their agency Bizon, WD-40 Company identified the need for a strong media and creative strategy that could deliver both immediate sales impact and long-term brand awareness—all while operating with the speed and efficiency that a competitive product launch demands. Bizon set out to produce a high-quality, product-centric video asset that could drive incremental growth and uphold the creative standards necessary to differentiate against well-established competitors. The goal was to accelerate sales, maintain a high return on ad spend (ROAS), maximize new-to-brand customer acquisition, and surpass creative engagement benchmarks.

Approach

WD-40 Company and Bizon developed a full-funnel strategy built around video as the central engine. At the heart of the approach was Video Generator—a tool that quickly creates video ads from product images or videos and product information found on Amazon product detail pages. Video Generator enabled WD-40 Company and Bizon to produce a scalable and high-quality video creative without the long timelines and costs associated with standard creative asset development. The team used several product visuals and lifestyle images already optimized for Amazon to guide the video generation and ensure full alignment with the brand’s identity and creative standards. The strategy combined two complementary placements. Sponsored Brands video was activated within search results to capture high-intent shoppers actively browsing the category. Simultaneously, online video (OLV) via Amazon DSP extended reach beyond search, delivering upper-funnel awareness to broader audiences close to the category. This sequential approach was designed to engage audiences through video at the awareness and consideration stages, then re-engage them lower in the funnel through display and search activations. Rigorous before-versus-after performance measurement around the activation date allowed the team to isolate the specific uplift effect of video and continuously optimize budget allocation toward the most effective creative.

Results

WD-40 Company and Bizon’s campaign showed that generative AI can be a genuine driver of commercial growth. Average daily sales surged more than 50%, while daily unit volume tripled and profitability (ROAS) was high.¹ Perhaps most impressively, 88% of all purchases came from new-to-brand customers—validating the strategy's effectiveness at acquiring new customers.² Engagement metrics exceeded expectations. The AI-powered video creative achieved a high completion rate close to 90% and a 45% higher click-through rate (CTR) compared to category benchmarks.³ Integrating video into the broader media mix strengthened performance across the funnel, with notable increases in branded searches and add-to-cart behavior.

Based on these results, WD-40 Company and Bizon will explore AI-powered tools for future campaigns to support agile and cost-effective creative asset development. This experience proves that when combined with strategic creative direction, AI can successfully help bypass traditional production constraints to focus on message effectiveness.

Sources

^1-3 WD-40 Company, FR, 2026.