Shell: Creating Compelling Customer Communications

Shell, an oil and gas company, focused on the people behind the industry with its customer marketing campaign.

Instead of promoting products, we put customers at the heart of Shell's business marketing, championing the hard-working engineers who work tirelessly to provide power for our homes and the essential infrastructure we need. We delivered more engaging, better performing content, which ultimately increased both conversion, volume sales and margin.

Background

Shell has more than one million business customers across 70 countries. Its lubricants business serves six industry sectors including construction, agriculture, mining, power, manufacturing, and commercial transport. With such a complex, diverse range of audiences, a key challenge for Shell is ensuring marketing efforts are targeted, timely and relevant.

Business...

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