ExxonMobil

Employer branding campaign
for ExxonMobil awarded with
ABSL Diamond Award 2021

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In late 2020, we received a request from the ExxonMobil Business Support Center to create and execute a campaign aimed at engaging internal employees and increasing employer brand awareness.

Our idea was to run a competition to win a trip to the Red Bull Racing Honda factory in the UK, where F1 cars are built, as well as a luxury 5-star experience tour of London. To achieve this, we set out to spread awareness of the ExxonMobil brand and F1 values.

The approach to the campaign was all-encompassing, using a range of channels and concepts. We divided the whole process into four parts. The campaign ran on Facebook and Instagram and GoodCall was responsible for all posts, website creation, tracking, campaign delivery and organisation.

The first part was a small merch competition that ran on social media and got a strong response in the market. The second part was the actual competition to travel to the UK. For that we created a custom landing page where people filled out a questionnaire. To get the best results, we approached the most famous Formula 1 driver today, Max Verstappen, to record a video for our external campaign. ExxonMobil's goal was to get 100-200 completed questionnaires, and we received 352 in total.

The third part was the launch of the "Values Campaign" where we linked the employer values that ExxonMobil represents with similar values of Red Bull Racing. The fourth part was the actual journey for the winners. The winners definitely felt that the 3-day trip was filled with amazing experiences with the support of ExxonMobil.

At GoodCall, we played a key role in finalising the entire campaign concept, creating the social media posts as well as the website, setting up and managing the PPC campaigns and also organising the trip itself. On the social media networks, the campaign achieved over 2 million impressions using a minimal budget. Our efforts were recognised at the ABSL Diamond Awards during their annual ceremony where we were named the best in the Employer Branding & People Engagement category.

Results

352 people took part in the main competition, exceeding our target by 170%.
The social media campaign reached almost 700,000 views and more than 2 million impressions.
We won first place in the Employer Branding & People Engagement category at the ABSL Diamond Awards 2021.

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