Shell FuelSave -Jiongezee na Shell FuelSave

Project Scope:

Our team at TTL Marketing Solutions was engaged by Vivo Energy (K) to develop a comprehensive marketing campaign for their Shell FuelSave range of products in Kenya. The project aimed to raise awareness about the new filling stations, promote convenience retail partner offerings, and drive engagement through event promotions nationwide. The campaign involved a mix of above-the-line (ATL), below-the-line (BTL), and through-the-line (TTL) activities.

Client Requirements:

1. Targeted Social Media Marketing: We were tasked with implementing a nationwide social media marketing strategy to promote the launch of 42 new filling stations across Kenya. The objective was to reach the targeted audience effectively and generate awareness about the Shell FuelSave products.

2. Remarketing of Partner Solutions: Our team focused on remarketing partner solutions within their retail convenience shops, including MyDawa, ContPartner, KFC, and Shell Select stores. The goal was to showcase the diverse offerings available and encourage customers to explore these solutions in addition to the Shell FuelSave products.

3. Hashtag Tracking and Influencer Management: We implemented a comprehensive system to track relevant hashtags associated with the campaign and effectively managed both mega and macro influencers. This strategy aimed to leverage the influence of these individuals to amplify the campaign message and engage a broader audience.

4. Content Calendar: To ensure a consistent and engaging presence across digital channels, we created a detailed content calendar for a 90-day campaign. This calendar outlined key themes, promotional activities, and the distribution schedule to maintain relevance and momentum throughout the campaign duration.

5. Inter-Agency Competition – FuelSave Challenge: We developed and executed an inter-agency competition called the FuelSave Challenge. This competition involved top agencies in Kenya competing in groups, with an updated leaderboard to track their progress. The challenge focused on highlighting the value for money offered by the Shell FuelSave range of products (including Shell V-Power, Unleaded, and various motor and bike oils) compared to competitors in the market.

Results:

The TTL marketing solutions implemented for Shell FuelSave resulted in significant achievements:

1. Increased Awareness: The targeted social media marketing campaign effectively reached audiences nationwide, resulting in a significant increase in awareness about the new filling stations and the Shell FuelSave range of products.

2. Enhanced Partner Solutions Visibility: Through remarketing efforts, we successfully promoted partner solutions, leading to increased footfall and sales at retail convenience shops, including MyDawa, ContPartner, KFC, and Shell Select stores.

3. Influencer Engagement: The hashtag tracking and influencer management strategy ensured active engagement from mega and macro influencers, thereby amplifying the campaign’s reach and fostering brand advocacy.

4. Consistent and Engaging Presence: The content calendar facilitated a consistent and engaging online presence throughout the 90-day campaign, leading to sustained audience interest and interaction with the brand.

5. FuelSave Challenge Success: The inter-agency competition garnered significant attention and participation, driving home the message that the Shell FuelSave range of products offers better value for money in the marketplace. The updated leaderboard created healthy competition among agencies and further boosted awareness.

Overall, our integrated TTL marketing approach delivered outstanding results, helping Vivo Energy (K) achieve their objectives and establish a strong presence for Shell FuelSave products in Kenya.