The Great Travel Hack

Brief We were tasked with amplifying a cross-country road trip on social. The twist? The influencers have to travel across the US using nothing but cleaner transport - the team with the lowest CO2 emissions wins. Idea Using hundreds of hours of content that was captured on the shoot, we created hundreds of platform-first social assets to drive our global audience to watch the full-length episodes on YouTube. From cut-downs to supporting thematic content, we tailored our content to our different audiences on Snapchat, Twitter, Facebook, Instagram and LinkedIn. Results - A total of 143 million minutes watched & 428 million views across social - We exceeded the benchmark expectations for 10s VT and CR because of our built-for-social ‘sizzle intro’ across all of our content - Drove an 8% uplift in brand trust - 28% uplift in belief that Shell is ‘actively addressing future energy needs’ Awards Creativepool Annual 2020 | Shortlist, Social