Shell Energy
Social Media Strategy + Ads
At A Glance
![](https://brewinteractive.com/wp-content/uploads/2021/08/shell-energy-1.png)
2,800,000
2,800,000 Singaporeans engaged
![](https://brewinteractive.com/wp-content/uploads/2021/08/shell-energy-3.png)
99%
99% of comments were positive
![](https://brewinteractive.com/wp-content/uploads/2021/08/shell-energy-2.png)
14,325
14,325 social media comments
THE CHALLENGES
Brand Perception: In today’s culture, many view oil and gas companies negatively – as catalysts for global warming and environmental harm. Shell needed help shifting the narrative and promoting new clean energy campaigns.
Education: Not only did Shell need to change the way their corporation was viewed, but also educate their audience on the future of energy, Shell’s role, and how the general public can help.
THE SOLUTIONS
![](https://brewinteractive.com/wp-content/uploads/2021/08/Shell-energy-1.5.gif)
Emphasizing New Initiatives
![](https://brewinteractive.com/wp-content/uploads/2021/08/Brew-Interactive-Website-client-Shell-Energy-01.png)
Our social efforts involved educating the general public on new clean energy initiatives from Shell.
![](https://brewinteractive.com/wp-content/uploads/2021/08/Shell-energy-1.2.png)
Identifying Content Gaps
![](https://brewinteractive.com/wp-content/uploads/2021/08/Brew-Interactive-Website-client-Shell-Energy-01.png)
We audited Shell’s social and website content to determine their biggest gaps in content and messaging.
![](https://brewinteractive.com/wp-content/uploads/2021/08/Shell-energy-1.6.png)
Publishing Compelling Website Content
![](https://brewinteractive.com/wp-content/uploads/2021/08/Brew-Interactive-Website-client-Shell-Energy-01.png)
In addition to social media content, we also collaborated with Shell to publish longer form content educating the community on clean energy and Shell’s efforts to make the world a better place.
![](https://brewinteractive.com/wp-content/uploads/2021/08/Shell-energy-1.1.png)
Defining Shell’s Audience
![](https://brewinteractive.com/wp-content/uploads/2021/08/Brew-Interactive-Website-client-Shell-Energy-01.png)
We first performed persona research to clarify who we needed to target and the key messages for each group.
![](https://brewinteractive.com/wp-content/uploads/2021/08/Shell-energy-1.4.png)
Building Content Pillars
![](https://brewinteractive.com/wp-content/uploads/2021/08/Brew-Interactive-Website-client-Shell-Energy-01.png)
We established three pillars around which we would create all content, videos, posts, and messaging.
![](https://brewinteractive.com/wp-content/uploads/2021/08/Shell-energy-1.3.gif)
Executing Social Strategy
![](https://brewinteractive.com/wp-content/uploads/2021/08/Brew-Interactive-Website-client-Shell-Energy-01.png)
We helped Shell roll out our strategy across their social platforms and website.
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