Brand Marketing for Shell®

Differed from my former marketing campaign experiences when worked for Victoria's Secret at Weber Shandwick that the aims of the campaigns were for sale and made profits directly, the external campaign my team and I did for Shell this time was for brand strategy, that was to emphasize the connection between the brand "Shell" and the concept "low carbon" in consumers' minds. In 2019, the U.S. Shell team sponsored and released a TV reality show called "The Great Travel Hack" with the storyline that buckled up for a road trip challenge that showed cleaner ways to travel. Two teams competed to cross the US and Europe using lower-carbon technology with only one rule: lowest CO2 emissions wins. The target of our Greater China marketing team was to publicize this TV reality show in China and promote Shell’s environmentally friendly brand image to Chinese consumers simultaneously. Check what we have achieved:

• Posted relative content about the TV reality show and Shell with the hashtag #侦碳大玩家 (Carbon Detective) on Weibo, one of China's biggest social media platforms. Posts gained 120 million hashtag pageviews and more than 12,000 hashtag discussions

• Identified target audience, then collaborated with 10+ KOLs in related fields to promote the TV reality show, and attracted more than 50 million clicks on Chinese streaming platforms

• Engaged in the online survey and analyzed data about "Shell" brand image before and after this marketing campaign. The result showed the interviewees' impression that "Shell" had a strong connection with "low carbon" was raised from 23% to 56% after the campaign. In addition, 94% of the interviewee showed a positive attitude towards Shell's environmentally friendly brand concept, and 79% of the interviewee considered Shell to be their first choice when selecting gasoline. In comparison, the data was initially 72%