Shell - It’s Personal
Shell had a major challenge: people didn’t believe that they were investing over a billion dollars into the energy transition. Instead, they just saw an oil company trying to greenwash their image.
This was doubly frustrating, because many real people working at Shell are devoting their lives to truly making an impact on the environment. Which gave us an idea: what if instead of promoting Shell’s commitment to renewables, we told the real stories behind the people making that happen?
Thus, the It’s Personal campaign was born.
Part of Shell’s Make The Future platform, this campaign was designed to build trust with consumers by turning the spotlight away from Shell and onto the individuals that they work with who are passionate about turning sustainability goals into a reality. This 360° campaign comprised of 6 long-form documentaries, which were make into TVCs in the UK and the Netherlands, as well as into OOH and content for Youtube, IG, FB, Twitter, Reddit and LinkedIn.
Results:
Exceeded view through benchmarks on Youtube, Twitter, Facebook and Instagram
197 million impressions and 23.4 million views on TV
Improved brand trust for Shell
