LEGO Wall – WBENC Conference
SHELL OIL COMPANY – SOCIAL MEDIA EXPERIENTIAL MARKETING PROGRAM
Overarching objective
Develop an experiential social media initiative that would positively engage, inform and introduce Shell’s new Twitter page to individuals attending the Women’s Business Enterprise National Council (WBENC) conference and attending the Shell booth: “Find Your Fit” — educating suppliers about opportunities and events at Shell.
AAF HOUSTON – ADDY AWARDS
Gold Award
Most creative and engaging execution
50%
increase in Twitter followers
All-Time High
Twitter page activity reach
Shell Engaged an Estimated
5,000
WBEs from all parts of the country.
The LEGO mosaic wall was completed by the
End of the Day
The wall contained
21,504
LEGO studs.
WBEs ARE MORE ENGAGED
Than Ever Before
and are more frequently inquiring about Shell’s Diversity Supplier Program through Shell Supplier Diversity Twitter page.
Campaign Results
The LEGO wall was, arguably, the most popular feature at the conference. Gilbreath won a Gold Addy Award, presented by the American Advertising Federation for most creative and engaging execution. Many WBEs at the conference expressed approval of Shell’s effort to continuously improve communication with suppliers. Many also said receiving updates about opportunities to do business with Shell on their Twitter feed proved highly resourceful. Shell engaged an estimated 5,000 WBEs from all parts of the country. Shell also increased its Twitter following by almost 50 percent and their Twitter page activity reached an all-time high. The Lego mosaic wall was completed by the end of the day, containing 21,504 LEGO studs.