• Campaign Objective

    Shell developed their Let’s Go campaign to inform and educate consumers. They wanted qualified consumers to discover and engage with their branded content in contextually relevant artiles about energy efficiency.

    Vibrant Strategy

    Consumers are much more likely to experience the full creative of a digital ad when they have been properly qualified and can explore the ads on their own terms. The Let’s Go campaign used several units from Vibrant Media’s product suite. This included Vibrant’s In-Image unit, which appears at the base of contextually-relevant static editorial images; rich media full screen video ads, using Vibrant Lightbox units; and the full-screen, immersive multimedia experience format, Vibrant Mosaic. By selecting Vibrant Media’s responsively-designed ad units, Shell’s media planning and buying agency Mediacom enabled consumers from eight global regions – including China, Brazil and the UK – to discover and engage with Shell’s Let’s Go content on tablets, mobiles and desktops. These ad units are launched from within high quality contextually-relevant editorial. Vibrant Media’s brand safety tool, Vibrant Safeserve™, ensured ads were served within content containing the most authoritative energy-related keywords, whilst avoiding content that posed risks to Shell’s brand identity. The campaign also benefitted from Vibrant Media’s intelligent qualification process, Vibrant IQ, to focus the discoverability of Shell’s content upon consumers who were actively interested in energy diversity, energy efficiency, and the Shell brand.

    Results

    We needed ad formats which would enable us to tell our story of the changes within Shell. To demonstrate our focus on the energy solutions of tomorrow, we needed to engage consumers in an immersive way. Vibrant Mosaic, in particular, enabled us to help consumers to discover many different formats of Let’s Go content from within a digital environment that they trust, so they could see, hear and learn about Shell’s role in making energy use around the world more efficient.”

    Americo Silva, Marketing Manager at Shell

    The Lightbox video units achieved a click-through rate 35 times higher than average industry benchmarks. The Mosaic units, which enable brands to surface articles, images, video, ads and social media feeds all in one full-screen unit, achieved dwell times 27 per cent higher on desktop devices than standard digital ad campaigns and 19 per cent higher on mobile devices. The innovative nature of the Mosaic units saw overall dwell time in some regions reach levels over 60 per cent above industry averages. The unit also received a CTR of more than double the industry average, highlighting that users were well qualified and that the format is so immersive, consumers want to know more about the Shell brand.

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