For Shell gas station network we’ve developed a comprehensive strategy to maintain a Facebook homepage. In the course of work we’ve managed to completely reformat the brand's positioning on the social network. Hence, Shell has moved away from Brand-centric strategy and focused on Consumer-centric type of communication.
As a result, the subject matter of branded content has undergone significant changes. We revised the previous concept of page management, suggesting a new one - "Motorist's Journal". Since then, 40% of Shell content includes appropriate thematic information.
Here the main digital achievements of the campaign:
+ 45,000 followers on Facebook
44% ER, while the average industry ER = 22-37%