Together with Shell, we created an online campaign that reached over 10,000 stakeholders in more than 55 global markets.
The challenge
The future of energy is one of the most vital issues facing the planet. As a major force in the energy industry, Shell needs a clear voice in this complex debate. We work with Shell to place it at the heart of this debate on issues such as sustainable transport, a priority campaign issue for 2011.
Our response
As part of Shell’s wider ‘smarter mobility’ engagement campaign featuring multiple face-to-face events held across the world, we developed a month-long online campaign targeting senior stakeholders.
A first for Shell, we created an integrated campaign, using multiple channels to allow differing levels of engagement, recognising that we need to talk to the audience in a format and at a time that suits them - across traditional, social, and owned media sites.
The campaign was centred around Shell’s principles of direct engagement, dialogue and being at the heart of the debate. It included:
- Shell Dialogues webchat – a live Q&A session with seven senior Shell representatives attracted over 500 participants from over 55 countries, who asked 160 questions of the Shell panel
- A sponsored LinkedIn polling question, attracted over 3,000 votes and 170 comments
- A partnership with Scientific American and Nature, the “Energy for the Future” online poll, attracted over 5,500 votes and 69 comments
- Shell Dialogues Forum, attracting over 30 comments
- Frequent tweeting through the @Shell account, with over 33,000 followers
A combination of online banner advertising, targeted emails through top tier media and social media channels, blogger and media relations, personalised invitations to senior stakeholders across the world, and banners on Shell.com
Results
The campaign reached over 10,000 individuals in over 55 countries – a high proportion being senior global stakeholders. It demonstrated Shell’s commitment to open and positive debate, securing a leading position within this debate at a global level.
It attracted over 7,000 votes, 200 comments, and over 150 questions – representing the different levels of engagement available to the audience. All of this information has been invaluable to Shell in informing its sustainable transport strategy.
