Shell Everyday Experts

For the launch of the new Shell V-Power we were challenged to create engaging social content that educated people on the genuine rational benefits of new Shell V-Power, whilst staying relevant in the wider social media landscape.

Our insight was simple – that the best way to explain complicated subjects is to use the same language as the people you’re talking to. So we replaced fuel scientists with everyday people, and Everyday Experts was born.

Instead of actors we cast real people, with real jobs, leading real lives, and then ran workshops with them to help them understand the technical information they needed to impart.

The resulting films feature an engaging mix of opposite worlds – five pairs, all from different backgrounds and occupations, explaining complex fuel technology in their own unique way.

The series is now live on Facebook, Twitter and YouTube.

56%
56%
Facebook completion rate (more than 3x average)
+7%
+7%
Facebook view rate vs. benchmark
60%
60%
Twitter completion rate (more than 3x average)
+9%
+9%
Twitter view rate vs. benchmark
9th
9th
On the YouTube Ads Leaderboard for August 2017
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