BACKGROUND
ExxonMobil will target their audience spectrum with a Natural Gas message. Taking an audience-first approach, social will focus on Gen Z and YP. Social messaging will center on:
• The role of natural gas — as an affordable and abundant lower emission fuel, making it a critical component for reliable power generation
• ExxonMobil has a strong voice in the current energy conversation — as one of the largest producers of natural gas, we develop cleaner burning natural gas that works alongside renewables
SHAPING OUR WORLD
WHY:
Highlight how natural gas powers a cleaner world through its uses in everyday life. This will show off the abundance, accessibility and versatility of natural gas.
POV:
Natural gas is shaping the world around us from our homes to our transportation. We’ll bring this to life in a Claymation-style video that begins with a ball of Playdoh that transforms into a variety of objects either powered by or made possible by natural gas. Simple supers will provide context and support the story.
AUDIENCE: GEN Z, YP (cross over)
Channels: Twitter, Facebook, Instagram Stories
Role: Concept development, design visual language, and art direct production development.