Objectives
Over the years of collaboration, Shell has spearheaded numerous campaigns targeting both B2C (Foodservices, EV charge points, Salt Water Cars) and B2B services, such as Service On The Road, Fleet Management, Shell Fleet App, and Accelerate to Zero.
In the latest Shell Fleet App campaign in 2023, the strategy focused on reaching Self-Employed and Small Business fleet holders, urging them to install the app and join the program. This particular campaign employed an omnichannel approach, incorporating Mobile Display, Google Ads, LinkedIn, and Business Insider brand-related articles.
Approach
- Audience targeted: Self-employed / Small Business
- Activating dynamic AI creatives and multiple A/B testing
- Conversion tracking: impression until app download
Results
By employing dynamic AI creatives, conducting multiple A/B tests, and implementing a combination of strategies guiding users from impressions to app downloads, we achieved a Qualified Cost Per Download of €2,50. The average engagement rate across channels stood at 0.55%, surpassing the typical benchmarks for B2B campaigns. As a result of the campaign, Shell Fleet App downloads experienced a significant surge, boosting qualified leads by over 130%.
