How Shell Malaysia pumped it forward for charity

Oil giant Shell used digital and radio influencers in a word-of-mouth campaign to persuade customers to take part in its pump-for-charity drive during Hari Raya in Malaysia.

Campaign details

Brand: ShellBrand owner: Shell Malaysia Trading Sdn. Bhd.Lead agency: Ensemble WorldwideContributing agencies: Edelman Public Relations Worldwide Sdn. Bhd., Mediacom Sdn. Bhd.Country: MalaysiaIndustries: Tyres, fuel, accessories, servicesMedia channels: Online video, Public relations, Social media , Word of mouth, advocacyBudget: No budget

Executive summary

In 2015, Shell Malaysia organised a charity drive by donating 1 sen for every litre of Shell fuel pumped on 14, 16 and 18 July. But the brand did not have any budget or any local digital assets to promote...

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