moment of clarity
Over the years, the Outlook was limited to a single 50-page book. AvreaFoster used the report as a platform for storytelling. Rather than tell one story about global energy demand, we decided to think bigger and created a communication strategy, allowing us to tell dozens of storiesin myriad ways. With that simple idea in mind, a robust multiyear content strategy was born.
solution People absorb information differently. Rather than limit the Outlook for Energy to a printed piece, we created cross-channel deliverables. A 90-second video on YouTube. Animated GIFs on Facebook. PowerPoint presentations for webinars. Each piece drove audiences to a dedicated landing page where they could learn more about the ExxonMobil energy forecast.
results Today, the Outlook for Energy is the cornerstone of a multi-touch campaign that integrates traditional, digital and social tactics. Each year, ExxonMobil adds new channels to the mix and reaches new audiences in the process. The 2016 Outlook video alone has been viewed nearly 50,000 times, connecting with a previously untapped online viewership.