Shell

Case : Shell Construction Machinery Lubricants

Service type:Social Campaign

Background:
Shell needed to enhance the visibility and reputation of their newly developed construction machinery specialty lubricant.

Challenges:
The product was Shell's first lubricant specifically developed for the construction machinery market, with low visibility and credibility.

There were three distinct categories of target audience: machine operators, maintenance technicians, and dealers. These groups' knowledge of technology is at very different levels and their respective cultures distinctly different. The project needed to find ways to make the campaign relevant to members of all three target audiences.

Execution:
According to the characteristics of the three target groups, the theme of The Little Secret of the Old Driver, The Tenderness of Tough Men was chosen. The campaign lasted for 6 months. consisting of a product trial mini-site and forum topic interaction, data graph and user comment cloud -posters, and micro-film story collection, which all paved the way for the launch of three micro-movies.

Results:
1.5 million persons - total campaign exposure
70,000+ Product topic views in industry forums
2000+ active participants in the conversations around the product in industry forums
120,000 hits on the product trial mini-site.

Awards:
2017 Golden Bee  Best Short Video Marketing Gold Award
2017 Gold Touch • Best Brand Video of the Year
The 18th IAI International Advertising Awards • Microfilm Marketing Silver Award

Case : Shell Construction Machinery Lubricants

Service type:Social Campaign

Client need: New product promotion.

We created a campaign revolving around a series of micro-movies that highlight the human aspect of Shell's work, how Shell's commitment to improving the productivity of the construction industry affects the lives of the people working in construction.

Results:
1.5 million persons - total campaign exposure
70,000+ Product topic views in industry forums
2000+ active participants in the conversations around the product in industry forums
120,000 hits on the product trial mini-site.

Awards:
2017 Golden Bee • Best Short Video Marketing Gold Award
2017 Top Touch • Best Brand Video of the Year
The 18th IAI International Advertising Awards • Microfilm Marketing Silver Award



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