Case Study: Shell Weekend Wanderings

Goal: To drive brand awareness and excitement for the summer travel season, Shell wanted to position their brand as a partner for families embarking on the all-American road trip.

Trekaroo is filled with experienced travel experts writing about major US city attractions and road trip destinations. Shell has a product every family needs in order to hit the road. When we partnered, what resulted was a fun, highly motivational series of Weekend Wanderings posts.

Of course, Trekaroo promoted the series across all social media channels, including Pinterest. Shell also sponsored a $500 Shell gas card giveaway for Trekaroo readers to convert participants to sign up for the Fuel Rewards Network Card. Who doesn’t need a gas card? The giveaway launched at the start of the Weekend Wanderings series to drive traffic, and kept buzz alive well after the initial publication. All Weekend Wanderings posts are highly evergreen, which means Shell is still reaping dividends.

Inspiring families to travel to locations ranging from the Florida Keys to the Olympic Peninsula, the Shell Weekend Wanderings provided both a big picture call-to-action (go explore the US with your family!) and the nitty-gritty (here’s where to go and what to see).

Pinterest promotion of the Shell Weekend Wanderings campaign in Indianapolis.