Shell Eco-Marathon

INTEGRATED DIGITAL CAMPAIGN

INTRODUCTION

As a multinational oil and gas company, Shell knows the importance of staying at the forefront of technology when it comes to marketing. In recent years, the company has built expertise in video and social media via digital-savvy content such as popular video series and more. The next step? Extending the reach of their content marketing.

THE CHALLENGE

Shell is inspiring the next generation of engineers to be better and brighter—by pushing the boundaries of fuel efficiency. Shell Eco-marathon Americas challenges student teams from across the country to design, build, and test ultra energy-efficient vehicles.

 

The winners are the teams that go the furthest using the least amount of energy.  Shell built up an extensive library of videos, photos, and sharable content around Eco-marathon. They just needed to promote it.

 

Agency a|muse Digital  /  Role Art Director, Lead Designer  /  Client Shell Eco-marathon

OBJECTIVES

We worked with Shell to create an integrated display campaign and content program that would meet all

their goals:

 

• Build brand awareness

• Convey thought leadership

• Show community involvement

• Encourage students to explore careers at Shell

• Motivate Houstonians to attend the event

STRATEGY

We created a multifaceted, brand integration hub to inform and inspire visitors.  A tailored promotional suite included a robust media campaign to drive traffic to the branded experience on Chron.com—where 100% share of voice of all media was owned by Shell.

 

Sponsored posts on the Houston Chronicle Facebook page also drove traffic to the custom content hub within Chron.com. We even created a custom interactive experience module for the hub and the target audience on Chron.com

DISPLAY MEDIA

In addition to the written content, the interactive experience module allowed more content to travel the site. It featured videos about the Eco-marathon and Life & Careers at Shell, and also directed readers to relevant links, videos, and social media pages by encouraging them to “Follow the Journey.”

This marked the first time that Shell was able to change videos on a weekly basis due to the

powerful real-time updates enabled by the Flite Platform. The immediacy and flexibility

of the process transformed Shell’s idea of

what could be done via paid media.

THE RESULTS

The campaign delivered over 3.3 million impressions, spreading awareness about Shell Eco-marathon throughout the Houston area. Overall, the campaign’s click-through rate was 0.25%—a 212% increase over average Chron.com CTR.

 

But Shell looked beyond click-through rates to truly understand user engagement and optimize creative throughout the campaign. We provided real-time insights so Shell could change videos and content accordingly. As a result, engagement rate and interaction rate were 3.69% and 4.62%, respectively. And the average video play was an impressive 41 seconds.