Cultured Group developed an omni-channel marketing campaign for Dynamic Green Products (DGP), a formulator and manufacturer of high-performance biobased lubricants that are 100% made in the USA. Sponsored by the United Soybean Board, the campaign highlighted products made with American-grown soy.

The strategy centered on a series of creator-led reviews spanning the automotive, home improvement, and outdoor power equipment sectors. Creators were given full creative control to independently test DGP’s products against leading petroleum-based alternatives—no scripts, no talking points. This campaign is an example of our approach to brand deals: empowering creators to deliver honest, independent content that helps them build trust and authority with their audiences.

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Cultured Group led the design and management of the  campaign, including:

• Strategy – Developed the concept for the Bio-Based vs. Petroleum Challenge, positioning DGP as both a leader in performance and sustainability.
• Creator Research – Conducted deep analysis of over 100 creators across automotive, home improvement, and outdoor equipment categories to identify potential creators to work with.
• Outreach & Negotiation – Managed outreach, relationship building, and negotiated terms with creators.
• Campaign Execution – Oversaw campaign launch and performance, balancing creative freedom for the creators with strategic alignment for DGP.
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DGP isn't just selling lubricants, it’s about building a brand that will shift the entire industry from petroleum to plants. The company was built from the ground up with performance, people, and planet at its core.

• High Performance – Independent third-party testing shows DGP’s products outperform conventional petroleum lubricants across several key measures.
• Customers Love the Product – their flagship bar and chain oil is ranked #1 on Amazon with 4.8/5 stars and has 3x the average sell-through rate at Home Depot nationwide.
• Support for American Farmers – Every product sold helps put money back into the hands of U.S. soybean farmers.
• Human & Planetary Health – DGP’s formulas reduce operator exposure to toxic chemicals and prevent environmental harm in total-loss applications like chainsaws and trimmers.
• Backing from Global Brands – DGP holds an exclusive licensing agreement with Stanley Black & Decker to manufacture and sell its biobased lubricant portfolio—strategically positioning the company to lead and define the future of this category.

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We believed DGP needed bold, transparent voices to cut through the noise of an industry built on legacy petroleum products. At the same time, a growing number of creators in the DIY, automotive, and outdoor space were looking for credible, mission-aligned products to feature—without compromising their authenticity.

The result was a creator-led campaign that was as real as it gets: no scripts, no restrictions—just the product put to the test. This creator-first model helped establish trust, educate audiences, and demonstrate performance in a way that traditional advertising simply can’t.