WD-40 Company

Situation

As WD-40 Company expanded its digital footprint, its regional marketing teams needed a more connected way to manage and activate approved content across websites, campaigns, and partner touchpoints. With nearly 200 websites spanning different languages and product sets, the company needed a trusted content foundation that could support faster execution, stronger governance, and more efficient reuse across markets.

The scale and diversity of WD-40 Company’s digital presence made consistency increasingly important. Regional teams, partners, and collaborators all needed access to approved assets that were relevant to their market, brand, and audience, while the business needed a more structured way to support content activation across channels.

To support its scale and complexity, WD-40 Company needed a centralized system of record to support regional governance, improve content access, and connect more effectively with the wider marketing technology ecosystem.

Operational needs

To support content activation at scale, WD-40 Company needed a strong operational foundation for how approved assets are stored, accessed, and reused across regions and channels.

• Unified storage and access: Teams needed an easier way to identify and use the current, approved version of brand, campaign, and product content.
• Consistent naming and metadata: Assets needed to be discoverable quickly through search and filters across markets, languages, and use cases.
• Effective asset reuse: Relevant content needed to be accessible and adaptable for reuse, helping teams make more efficient use of existing resources.
• Managing digital complexity: Nearly 200 websites required a more scalable approach to governance, activation, and content delivery.
• Regional enablement: Internal teams and external partners needed targeted, contextualized access to approved content for their market and role.

Solution

WD-40 Company partnered with Bynder to implement an AI-powered digital asset management platform as its global system of record for digital assets. Bynder now supports daily content operations, campaign activation, localization, partner collaboration, and downstream delivery to websites and other digital touchpoints.

A governed system of record

Bynder provides a system of record for all digital assets, giving WD-40 Company the governance, structure, and control needed to support brand consistency, more efficient reuse, and execution at scale. Product imagery, campaign visuals, and instructional videos are brought together in one governed environment, where regional segmentation and permissions help ensure teams see the content that is relevant to their market and brand. This gives WD-40 Company a stronger operational foundation for managing approved content across regions while helping teams and partners work from the same trusted assets.

Supporting campaign execution and reuse

This foundation also supports faster campaign execution and more effective asset reuse. For the Repair Challenge, WD-40 Company’s campaign which focused on encouraging people to repair and maintain items rather than discard them, teams can access and localize approved campaign content and materials across markets without recreating content from scratch.

Curated access for different audiences

WD-40 Company uses Bynder CX User Communities, which turns approved assets into curated, contextual content experiences that help marketing, sales, agencies, and distributors access the right materials with the right context for execution. Working closely with regional marketing teams, WD-40 Company’s digital services team structures landing pages in Bynder around real user journeys so different audiences can quickly find the content they need for campaigns, launches, and day-to-day activation. This improves access to approved content, strengthens alignment across teams and partners, and helps maintain consistent brand execution across markets.

AI capabilities

Bynder AI-powered solutions such as AI Search, Natural Language Search, and Duplicate Detection help WD-40 Company locate relevant assets quickly and reduce unnecessary duplication across markets. Natural Language Search lets teams describe what they need and retrieve results quickly, reducing trial-and-error with multiple keywords. Duplicate Detection identifies when an upload already exists, helping prevent redundant production and supporting a more reliable system of record. WD-40 Company also created what it refers to as “Time-frame Collections,” an internal use case built with Bynder Analytics to group low-activity assets for review and keep the library aligned to active campaigns and priorities. Together, these capabilities contributed to a 75% reduction in average search time and supported faster campaign execution across more than 50 markets.

Integrations

Bynder connects upstream content creation with downstream delivery, helping WD-40 Company keep approved assets flowing accurately across websites and other digital experiences. Integration with other software helps creative teams work within familiar tools while keeping final approved assets anchored to the DAM. Bynder also supports more efficient delivery of product information and approved assets to e-commerce experiences, helping WD-40 Company maintain consistency and accuracy across its digital footprint.

Results at a glance

• 75% faster asset discovery
• A single source of truth for campaigns, products, and brand content
• Stronger governance and more consistent regional brand execution
• More efficient use and reuse of approved campaign, video, and instructional assets
• A more connected content foundation for activation across websites and digital touchpoints

Next steps

WD-40 Company is continuing to build on its strategic deployment of Bynder. The company is deepening its use of CX User Communities to support enablement for marketing, sales, and partners across markets, while advancing more connected delivery of product information and approved assets to e-commerce experiences.

By expanding integrations and strengthening metadata, governance, and AI-powered search and discovery, WD-40 Company is reinforcing Bynder as its system of record for digital content and creating a more connected foundation for execution at scale.