ExxonMobil: Be An Engineer
Mindy Stanislovaitis and Krista Petzold
Campaign details
Brand owner: ExxonMobilLead agency: UMContributing agency: BBDO and KetchumBudget: Over 20 millionCountry: United StatesIndustry: Educational, universities, Energy and water suppliersMedia: Cinema, Content marketing, Earned media, buzz, Internet - display, Internet - microsites, Internet - search, Mobile and apps, Online video, Public relations, Social media, Television
Executive summary
This case study describes how ExxonMobil, a multinational gas and oil corporation, launched a communications campaign in the USA to promote engineering as a degree and career choice. Although...