Shell wanted to build its reputation as an innovative energy company of the future, committed to tackling global-energy challenges. To do this, we had to engage a millennial audience, using a drumbeat of authentic and inspiring content to get our message across.
Diversity is critical to creativity, innovation and the development of new ideas. However, in the UK, only 11% of the engineering workforce are women.
The lack of female role models is one of the silent triggers preventing young women from pursuing careers in science, technology, engineering and maths (STEM).
STRATEGY & EXECUTION
To encourage more women to pursue STEM careers, Edelman created a social-first campaign, entitled Engineering Real-life Heroes which brought together well-respected female role models and aspiring female engineers taking part in this year’s Shell Eco-marathon (SEM).
In a series of short films, British breakout star Letitia Wright — whose recent performance as a teen tech-genius in a blockbuster movie inspired a world-wide movement of youngsters going into STEM — met Anne-Marie Imafidon MBE, social entrepreneur, co-founder of STEMettes and a real-life version of Letitia’s Marvel character.
Together, they broke down misconceptions around the STEM industry, and shone a light on the personal journeys of four female SEM students.
The campaign was launched on Shell’s social channels and complimented by a tailored media programme, working with Letitia and Anne-Marie to engage top-tier print, online and broadcast media.
BUSINESS OUTCOME
- 34 million impressions to date across Shell social channels
- 268 pieces of coverage with 99% mentioning Shell Eco-marathon or Make the Future
- Over 338 million people reached through earned media in outlets
- Increase of 25% of people who consider Shell as ‘actively addressing future energy needs’ after watching the content
- An average View Through Rate of 36% on LinkedIn and 30% on Twitter
- Brand trust increased 9% after viewing the campaign