We proved that renewable fuel is so reliable you could stake your life on it! We sponsored renowned polar explorer Robert Swan (OBE) and his millennial son Barney to go on a dangerous journey across the Antarctic. The trip was the world’s first polar expedition attempted using exclusively renewable fuel, including Shell’s advanced biofuels. We followed every step with live updates, trackable mobile-first maps and short-form content that was shared across social media platforms, giving our audience unprecedented access to father and son’s journey. By bringing a sympathetic and very human face to the renewables debate, we made it relevant to a new audience across the UK, India, Brazil and the US. The gripping and eminently share-able content included films of the specially developed biofuel in action as well as humorous takes on the trials of being an explorer, such as trying to wash yourself in temperatures of -40°C.

Planning the expedition was done in just 10 weeks, and due to weather the expedition window was short. We followed Robert and Barney Swan across four continents as they trained and learned about the technology that would keep them alive. Using the world’s first interactive, geographically accurate, Ultra-HD, mobile map, our audience could follow their journey with the aid of satellite phone technology, voice recordings and real-time footage. All social media interactions linked back to Shell’s channels ensuring deeper levels of brand engagement.

The explorers’ story was in huge demand: we had extensive coverage across Sky, Reuters and the BBC, including features over Christmas despite four other expeditions competing for air time.

Fortunately, our powerful content put paid to any anticipated backlash against the association of Shell with the fragile Antarctic, and the Swans were invited to the World Economic Forum to share their experiences via a Facebook Live interview.

• More than 24 million views for 44 individual items of content

• More than 2.7 million constructive engagements across all social media platforms – with an average engagement rate of 1.8%

• To date, there have been 422 stories about the expedition, all of them favourable and 92% of them including a mention of Shell

• Those who were exposed to the campaign are 30% more likely to believe that Shell is committed to cleaner fuels and 26% more likely to accept that the company is working to provide a future using sustainable energy

• Positive attitudes towards the brand increased by 11%

• 600 million reached through earned media, including in The Wall Street Journal, The Washington Post, Reuters, The Times, Sky News, the BBC, ITV News, International Business Times and Mail Online

• Robert and Barney Swan shared their experiences at the World Economic Forum, discussing the importance of renewable energy and conducting a Facebook Live interview (which had 917,000 views) that was also shared on Facebook’s official Influencer page

• As a result of the affirmative attitudes generated and the following the campaign achieved, Barney Swan renounced his opposition to Shell and became an active advocate for the brand