bp Launches a New Ambition
What happens when a global oil and gas company makes an industry-shattering announcement, a pandemic hits, the share price plummets?
In February of 2020, Bernard Looney became CEO of an oil major and made a global announcement—bp was transitioning from an International Oil Company into an Integrated Energy Company. Now, all actions, advocacy efforts and internal focus was to be designed around supporting getting to net zero operations by 2050 or sooner and helping the world get there too. The only snag to telling the world? The company would no longer putting any budget towards advertising.
Then, the pandemic turned the world upside down. So, bp leveraged social media as a nimble way to connect with audiences and support relief efforts to reinforce our commitment to helping humanity.
When bp supported COVID-19 relief efforts by reaching hardest hit in hard-to-reach communities where we live and operate, politicians noticed, most notably POTUS, whose retweet was valued at $800K. The creative was strategically designed as bp news to align with the new aim.
Advocacy and Awareness
bp was able to break CTR with simple, nimble in-house social edits.
Development of Social Workstream Tools
Leading the development of social media audience segmentation, we determined how our audiences used each platform to best connect while quarterly content planning calendars allowed us to layer announcements of activities to Opinion Leaders.
We connected with Opinion Leaders by framing the content specifically for the platform’s use case: business dev for LinkedIn, news update for Twitter, and latest update for Facebook followers.
Social Campaign Concepting
To help us have flexibility to create and gain client approval at the speed of social, we created social campaign tool kits.
