Creating Content Opportunities
ROLES:
CONCEPTUALISATION : ART DIRECTION : STRATEGIC DIRECTION : CLIENT FACING
One of my main responsibilities as Digital CD on the Chevron account was to educate and inspire our clients with smart ways of using digital.
Every year Chevron updates it’s global ‘We Agree’ campaign across it’s key territories within which it operates, such as the US, Argentina, Thailand, Indonesia, Kazakhstan and Australia. Each print and TV ad feature local employees in agreement with strong statements from members of the public.
In joining the team, I spotted an opportunity for Chevron to capitalize on the shoots that take place for print and TV to help create meaningful content for their digital channels.
At the time, they were simply reformatting their TV and Print for their OLA, YouTube channel and landing pages. I helped them to understand that people who engage with their brand online, are seeking a deeper and richer experience. Subsequently selling in the idea of collecting more content off the back of their shoots, reducing the time and cost of doing separate initiatives and keeping content consistent.
‘Deep-Dives’ & ‘Why I Signed'
The TV and print use slightly different techniques to communicate ‘We Agree’. In the TV, the message cuts back and fourth between a member of the public and a Chevron employee. The print features the portrait of a member of the public and a statement they represent, with actual signatures from prominent members of Chevrons organization, as proof of their agreement/commitment.
I saw this as an opportunity not only to feature deeper stories between the two routes, but also to really prove how these are real people, not a fabrication.
Deep Dive Videos
This was off the back of the TV shoots. I organized a nimble crew to co-ordinate with the main shoot and interview the employees in locations near to the main set on shoot days.
We spent roughly an hour with each employee, getting to know them, their opinions on the campaign statements, their history with Chevron and their feelings on what it’s like to work there.
I then worked with a copywriter and editor to produce 2minute ‘Deep-Dive' videos to accompany each of the 4 TV spots. This not only helped to humanize the brand, but also allowed us to supply a lot more detail connected to each campaign statement.
On the landing pages, the Deep Dive videos outperformed the TV spots on average with higher rates of completion and a greater percentage of the video watched. Users were also more compelled to visit more of the 4 pillar landing pages than in previous campaigns.
'We Agree' TV Spots With Accompanying 'Deep-Dive' Videos Created
Why I Signed Videos
To really prove the signatures on the print are from real people. We interviewed relevant experts outside of the Chevron organization and key players within. During these interviews we actually captured first time footage of them signing the same campaign posters to solidify their agreement.
'We Agree' Print Campaign
'We Agree' 'Why I Signed' Videos Created
OLA & Rich Media
Having all this fresh content allowed us to create more enticing OLA and we saw over 20% increase in engagement across the majority of placements/units.
This was our slightly precarious location for the Environment shoot day. As we didn't have the privilege of location scouting, each morning we had a mad dash to find the right setting that was also close enough to the main set for easy access to the featured employees but also far enough away from the main set as not to disturb it.
Managed to meet some of the local wildlife while I was there.
As the employees came off the main shoot, we took the opportunity to grab them for our interviews.
Even More Use
I also sold in the idea of capturing footage that can be used in other areas of the business. So we constructed interview questions that could be used for internal comms as well as recruitment campaigns.