Furthering its “Make the Future” clean-energy cause marketing campaign from last year, Shell has partnered with Oath’s RYOT Studio to repackage and expand the campaign’s reach to younger audiences through Tumblr.
The activation, a Tumblr-hosted microsite, features an interactive spinning globe and highlights Shell’s clean energy initiatives and already-existing messaging. The site’s underlying content is nothing new—it primarily features a music video and a series of explainer videos the company released late last year—but nonetheless allows Shell to extend the lifespan of its existing messaging.
“Our team worked with Shell and MediaCom to bring a new, interactive angle to their music video that engages audiences around this message,” said John DeVine, chief revenue officer for Oath.
The activation isn’t Shell calling a mulligan on an unsuccessful effort, either; hitting 11.5 million views in two months, its “On Top of the World” music video was no slouch in the reach category. However, the interactive microsite allows Shell to better educate consumers about its efforts and redirect traffic to its less bombastic explainer videos, which did not fare as well as the music video in views.
Shell’s treatment of its clean energy efforts mark an interesting take on environmental cause marketing as well—with subjects as general as climate change, it can be difficult to make company efforts tangible to the general audience. By highlighting the effects of its energy initiatives on individual people, Shell grounds the larger issue, allowing its audience to better grasp the concept.
“We can spark a global conversation around access to cleaner energy in an engaging way,” said Malena Cutuli, global head of integrated brand communications for Shell. “Addressing future energy challenges demands collaboration between and among business, communities, entrepreneurs, influencers and citizens.”