About Shell

Shell is an international energy company with expertise in the exploration, production, refining and marketing of oil and natural gas, and the manufacturing and marketing of chemicals.

They use advanced technologies and take an innovative approach to help build a sustainable energy future. And also invest in power, including from low-carbon sources such as wind and solar; and new fuels for transport, such as advanced biofuels and hydrogen.

The Challenge

Shell provides its customers with products that reduce total cost of ownership and increase profitability by reducing downtime of machinery. With massive industrial sectors in KSA, there was an opportunity to reach out to key stakeholders and communicate the benefits of using Shell industrial products.

The challenge here was that while Shell dominated the market in the B2C sector, the brand lacked awareness for its new industrial products. Shell approached WG to prepare and launch a B2B campaign aimed at increasing brand awareness and increasing sales.

The Result

The team created a 360-campaign which covering concept creation, photography, and a digital strategy. The aim was to target key stakeholders in the industrial sectors - Cement, Fleet, Construction, and Oil & Gas, with messages relating to saving and increasing efficiency.

A microsite was developed coupled with a digital plan with locally relevant creative work. Traffic to the microsite was managed through InMail, LinkedIn banners, and email shots thus allowing customers to place orders online and generating leads for the sales team.

Phase 2 of the campaign followed with focus on Shell industrial products, features, and usage. The campaign succeeded in reaching more than 12,000 decision makers from the targeted sectors, generating sales of millions of liters of the products.

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