Acceleration, for Shell's Go Well – Here For You 2022 campaign


While Shell is well known for selling fuel, it isn't traditionally associated with convenience retailing. However, with the role of the petrol station expanding beyond just fuels and car servicing, Shell wanted to completely change its perception and become the UK's number one Premium Mobility retailer.

Shell partnered with Acceleration and EssenceMediacom (Acceleration@essenceMediacom) as part of a push to move away from siloed, single product campaigns to develop a data-driven, always-on integrated communications strategy. Its objectives were to drive footfall, app downloads, revenue and profitability. The analysis of transaction data from all of Shell's 1,000 UK locations, across a multitude of products, by time of day, day of week and geography over a one-year period helped Shell to move to a mission-led, customer-centric communications model, delivering the right message, to the right customer, at the time. These insights formed the foundation of the custom algorithm applied for programmatic and social, and by partnering with dynamic creative company AdLib, Acceleration@essenceMediacom and Shell produced over 8,000 creative display variants across DV360 and Meta. Relevance was improved with profit bidding custom algorithms across all categories. This approach was supported by adjusting existing partnerships with Waze and Bauer to supercharge relevance and push priority messages at key times. These efforts were underpinned by an integrated search strategy and app download campaign, ensuring the consumer journey was completely connected. The Go Well – Here For You 2022 campaign resulted in 6.8 million store visits, 140k app downloads and 650 million impressions. The custom algorithms were scaled nationally after a four-week incrementality test, driving revenue of $6.9m over six months and increased profit of $435,000. The campaign has revolutionised Shell's performance marketing and the company plans to replicate the strategy in all markets.