Shell PROMO TACTICS OF OLYMPIC INVOLVEMENT

The most hellish period in the work of the PROMO department is summer holidays time! You daily give your audience tasty content, refresh their information background with juicy facts or spicy news, masterfully throw in colorful interactive visuals into the thread of communication - it seems to be an amazing idyll! Until these relations grow into a love triangle, when a summer vacation bursts on the stage with a bright appeal: "No online!”

The summer is a creative challenge to ourselves every year in CF.Digital. It is so to say our exam on digital intelligence :-) In 2016, while working on summer activities for the Shell SMART Club - the official FB community of Shell's international fuel brand in Ukraine - we found our ideally effective PROMO tactics for increasing of involvement in the summer season. First, we strengthened our positions by a powerful media event that related to every Ukrainian citizen - the Olympic Games 2016. The next stage of our Olympic marathon was setting clear goals: we were aimed at increasing the activity of users on the Shell Smart Club Facebook page, increasing sales in the Low season and a growth in the number of refueling stations. We developed the activation of the "Olympic canisters", which consisted of five stages.