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How Shell supercharged its insights-to-marketing process

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020

Shell, an oil and gas company, launched the Shell Retail Insights Hub, which uses multiple data sources to align consumer insights with business outcomes, to develop more consumer-centric planning.

Two teams, 3000 miles, lowest emissions possible: How Shell used The Great Travel Hack to reach out to Millennials

Research Paper • MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020

Shell, an oil and gas company, launched a research study using combined online ethnography and mini workshops to reveal key insights about its target which allowed it to better connect with millennials globally.

Shell’s marketing efforts demonstrate the power of 'business-to-human' marketing

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing Week, October 2020

Shell, the energy giant, has used a ‘business-to-human’ marketing strategy to connect around issues that are often viewed through a strictly business-to-business lens.

Shell marketing chief: deep insights have critical role in B2B marketing

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2020

Business-to-business (B2B) marketers should give deep, human insights the same exalted status as consumer brands do in developing their campaigns.

Shell Helix / Pennzoil: Intent to purchase

Case Study • James Barnett, WARC Media Awards, Silver, Best Use of Data, 2020

Multinational oil and gas company Shell used advanced data science to actively predict when car drivers would be in the oil-change market to boost sales of its Helix and Pennzoil brands in China and the US.

ExxonMobil: Mobil Experience

Case Study • SABRE Awards, LATAM, Practice Area, Gold, 2020

ExxonMobil, a multinational oil and gas corporation, promoted its partnership with a Formula 1 team in Mexico by launching the first F1-themed escape room for fans and top media outlets.

Castrol India Limited: Super Mechanic Contest

Case Study • Sayami Podder, Nikita Mehta, WARC Prize for Asian Strategy, Entrant, 2020

Castrol India wanted to drive brand affinity and preference among mechanics as they, rather than end consumers, are the key decision-makers in engine oil purchase.

Castrol Activ: Protecting the real engine of India

Case Study • Divya Agarwal, WARC Prize for Asian Strategy, Entrant, 2020

Castrol Activ, the engine oil, moved from a functional narrative to a purpose-driven one to aid growth among young people in India.

Castrol India Limited: #RideForVote – Non-Stop Democracy

Case Study • Sayami Podder, Nikita Mehta, Zubin Tatna, WARC Prize for Asian Strategy, Entrant, 2020

Castrol India needed to create brand affinity and differentiation for Castrol Activ, its motorbike engine oil so it ran a campaign urging its target audience of millennial bikers to aid voter turnout in the 2019 general election.

Neste: No Country For Canyons

Case Study • SABRE Awards, In2 EMEA, Best in Crowdsourcing & Co-Creating, Gold, 2020

Neste, an engineering services company, improved road conditions and showed it is a brand that cares by turning potholes into canyons in Finland.

Lukoil: New future for Khanty people in Western Siberia

Case Study • SABRE Awards, In2 EMEA, Best in Broadcast Media (Earned), Gold, 2020

Lukoil, a petroleum and natural gas extraction company, developed a unique program that has helped save Khanty – a small indigenous nation in Western Siberia – from extinction by creating a future for new generations.

Castrol: Wellness Program

Case Study • Catherine Asseily, Mona Hassanie, WARC Prize for MENA Strategy, Entrant, 2020

Engine lubricant brand Castrol used a social media and guerrilla marketing campaign focused on truck drivers' health to boost brand loyalty and sales in Saudi Arabia.

Third of UK consumers spending at least 25% more on groceries

Data • Rob Clapp, WARC Data Points, May 2020

An overview of consumer spending across key verticals in the UK during the novel coronavirus (COVID-19) outbreak.

US, Tyres, fuel, accessories & services Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, September 2019

An overview of advertising as a percentage of sales in the tyres, fuel, accessories & services sector in the United States since 2007.

Bangchak: Happy Eatery

Case Study • Pirapak Wipawawong, Wasin Pothikasem, Jiraporn Dechraksa, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Bangchak the energy company used a feel-good story of a local eatery to create brand love among a mass audience in Thailand.

Bridgestone: Your Passion in Motion

Case Study • Ewa Schreiber, Martyna Lodzinska, Marcin Świejkowki, Rafał Broniarek, WARC Awards, Entrant, Effective Content Strategy, 2020

In Poland, tyre manufacturer Bridgestone launched a 10-month content strategy when a budget cut forced a rethink in how to defend its market share.

Castrol: Influence the Influencer

Case Study • Benjamin Condit, Chaojie Miao, Rocker Hu, Sienna Zhang , WARC Awards, Entrant, Effective Content Strategy, 2020

Lubricant oil brand Castrol used WeChat to build a gamified educational campaign for mechanics to get them onside as influencers in China.

Shell Advance: Forever Outriders

Case Study • WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Oil brand Shell used the power of influencers and online content in Vietnam to increase awareness and preference among a young target audience.

Castrol: Truck Aasana

Rankings • WARC Effective 100, 2020

Engine oil lubricant brand Castrol connected to Indian truckers by using yoga to focus on their health.

Castrol: Influence the Influencer

Rankings • WARC Media 100, 2020

Castrol, a lubricant oil brand, created a WeChat mini-program that educated independent Chinese mechanics on the brand's products and increased brand engagement through activities and special in-app offers.

Phillips 66/Conoco: Conoco chooses Go with #MyHeroConoco

Case Study • SABRE Awards, IN2, North America, Best Use of Social Media or Analytics for Audience Insights or Influencer Targeting, 2020

Conoco, an energy corporation, connected with US millennials and increased positive sentiment by creating a Manga series and a chance for its audience to interact with its favourite characters.

BP: BPme Rewards – Little treats more often

Case Study • DMA (UK), Bronze, 2019

BP, an oil industry company, launched a customer rewards scheme in the UK that provided little but often rewards to build a better relationship with its customers.

Shell Lubricants qualitative segmentation study

Research Paper • MRS Awards Papers, Winner, MRS Award for Business-to-Business Research, 2019

Shell, an oil industry company, launched a large-scale ethnographic study to inform its global innovation and growth strategy, providing a new direction for redefining relationships with customers in the UK.

Castrol: Influence the Influencer

Case Study • Benjamin Condit, Chaojie Miao, Rocker Hu, Sienna Zhang, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Lubricant oil brand Castrol used WeChat to build a gamified educational campaign for mechanics to get them onside as influencers in China.

Shell: Closing the online to offline loop with smart use of data

Case Study • Hong Tran, Clarissa De La Paz, Maaz Khan, Joanna Mary , WARC Media Awards, Shortlisted, Best Use of Data, 2019

Oil brand Shell implemented an innovative audience-targeting framework in Malaysia to investigate whether tactical promotions work and, at the same time, increase fuel sales and grow brand preference.

What’s working in mass-market automotive

Article • WARC Category Intelligence, September 2019

Global strategies, campaign updates and trends in the mass-market automotive category.
What’s working in luxury autos

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the luxury auto category.
World market for luxury goods

Article • Euromonitor Strategy Briefings, June 2019

A regional overview of the world market for luxury goods with key trends shaping luxury goods and an analysis of leading companies and brands in the segment.
Porsche: #ElectricityTalks – The Porsche Taycan pre-launch

Case Study • Matt Casey, Hannah Walsh, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Porsche increased brand awareness with a wide-reaching campaign ahead of the launch of its first electric vehicle, the Taycan, to create buzz among the 'Driven Youth'.
Nearly half of consumers will delay purchases until COVID-19 outbreak is over

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), April 2020

An overview of delayed purchases during the novel coronavirus (COVID-19) outbreak across 17 markets.
Global Ad Trends: Product category ad investment 2020

Data • James McDonald, WARC Data, October 2019

This report summarises the latest research from WARC's Data platform, with a focus on new advertising investment forecasts by product category, which are exclusive to WARC Data clients. Key findings include: