Total Energies
Social Media Case Study
in Youtube Trends
#No35
Increase in Branded Search Terms
+400%
Organic Video Views in total
300K+
Awards
Best Use of Story Telling & Long Form Branded Content
The Case
TotalEnergies is a broad energy company that produces and markets energies on a global scale: oil and biofuels, natural gas and green gases, renewables and electricity.
- Active in more than 130 countries.
- TotalEnergies© ambition is to become the responsible energy major.
Objectives
- Build brand awareness to our core target audience (technicians & opinion leaders).
- Educate the end-user (car-owner) about the benefits of our products.
Challenges
- Target Audience hard to reach (small range b2b audience, technicians, auto mechanics, auto enthusiasts).
- Not-an-easy product to market (industrial & consumer -but not commodity – product).
- Educate the end-user about a complicated product in plain greek.
- Small Media Budget.
The Strategy
Develop an influencer marketing campaign with a target to reach a large audience by selecting an influencer/ content creator who…
- Matches the values of TotalEnergies
- Has a large audience and reach
- Somehow have or should create a link with the cars
- Has the technical knowledge of the auto industry
- Has acting & storytelling skills
- He is able to produce quality content
Execution
A. Organic
- Instagram Posts on Vagiatas Social Media.
- Branded Content YouTube Videos uploaded on Vagiatas YouTube Channel.
B. Paid
- Teaser Videos & Banners on Social media & Google Display Ads were used to send Traffic on YouTube Episodes.
- The 3 Episodes & Teasers were used on YouTube Ads & Social Media.
- Video Ads to target interest-based audiences & Remarketing Lists and boost views.
- The 3 Episodes were used to create Banners for Social media & Google Display Ads sending traffic to the Landing Page of the New Lub Project.
- Google search campaigns with branded terms to measure brand lift.
- Collaboration with premium publishers, in automotive industry to increase brand and project awareness.
