MediaCom unveils latest excellent client work on Shell
a partnership with the New York Times, Shell were able to shift
brand perception metrics amongst their core target, 'Energy Engaged
Millennials' in terms of the agreement that Shell is setting trends
in energy. This is, at its core, Shell's primary business objective
as part of the overarching Global #makethefuture campaign.
This success was driven by
fit-for-purpose content, with the MediaCom CE Worldwide team
leading a strategic approach to targeting and execution. With the
MediaCom teams on the frontline of the content production, we were
able to feed in best practises for mobile and creative
/ Making the future
The global energy company
raised awareness for its energy innovation campaign with engaging
editorial powered by Facebook Canvas.
lift in ad awareness
lift in message
lift in agreement that
Shell is setting trends in energy
idea to change the world
Global energy group Shell believes that the answers to tomorrow's
energy challenges lie with the power of people's ingenuity. Its
latest campaign invited its audience to help #makethefuture
perceptions, inspired by innovation
Shell wanted to change
perception of the company among a millennial audience and raise
awareness of energy innovations that aim to bring more, cleaner
energy to communities around the world.
'Facebook is a key
partner for Shell's #makethefuture campaign, allowing us to get
closer to our key audience in a native environment. For our latest
partnership execution, working with MediaCom, Facebook and The New
York Times' T Brand Studios, we have created a mobile-first
advertising creative based on 4 key best practice pillars, which
has proved to be incredibly impactful'
Alina Khachaturian, Global
Digital Director, Brand Communications, Shell
/ Showcasing energy
of the company's global #makethefuture campaign, Shell worked
closely with its agency, MediaCom, and Facebook's Creative Shop.
The 7-week campaign focused on several pieces of editorial created
by The New York Times' T Brand Studio, which showcased new and
emerging energy solutions, along with Shell's important role in
supporting them through incubator initiatives.
MediaCom then worked with Facebook's Creative Shop to apply best
practices for mobile and import these stories into Canvas, along
with video, carousel and image ads. Provocative statements and
highly engaging visuals were used to entice people to read the
articles, while Shell's message and subtle branding were seamlessly
woven into the overall narrative.
This 4-phase approach-taking customers from awareness to deeper
engagement-was underpinned with nuanced targeting that focused on
18- to 34-year old "energy-engaged millennial", along with further
targeting around each of the editorial themes.
Desktop News Feed
Mobile News Feed
Raise Brand Awareness
Their Success / Backing success
unique approach to the #makethefuture campaign proved a success.
The campaign sparked significantly high engagement and positive
sentiment, as shown by Millward Brown and Brand Lift measurement
studies (at a 95% confidence level). Over 7 weeks, starting in May
2016, it achieved:
- 6.9-point lift in ad awareness
- 4.4-point lift in message association
- 8.3-point lift in agreement that Shell is setting trends in
'Facebook has helped us
showcase our core stories as beautiful, easily digestible, and
engaging content focused on energy innovation. Coupled with a
tailored, first-of-its-kind approach to targeting and sequencing,
it's enabled us to deliver a more meaningful creative that has
produced very strong engagement and shifted some of our core brand
Diana Altmann, Global
Media Advisor, Brand Communications, Shell