Shell brought a playful twist to its brand experience, launching limited-edition miniature sets of its iconic facilities. The goal was to spark excitement and was a way for Shell to highlight its facilities in a unique way. Our role was to take this exciting limited edition brick set and transform it into a storytelling experience that inspired authentic engagement with the KOLs.

We strategically sourced KOLs who aligned with Shell’s target audience: Family-oriented creators were chosen for their ability to authentically share the joy of building the miniature sets with their children, while automobile enthusiasts were tapped for their deep appreciation of Shell’s facilities and industry relevance. By selecting influencers whose content style naturally matched the campaign, we ensured that each interaction with the media kit would feel genuine and engaging.

Influencers were encouraged to explore the kits in their own way, whether it be sharing the building experience of the miniature sets with their children, showcasing the many unique details of the miniature set or highlighting the witty incorporation of local slangs into Shell’s tissue packs, this approach allowed the media kit to evolve into a creative canvas for storytelling rather than a simple product showcase, resulting in demand creation amongst the consumers. With giveaway mechanics, some influencers generated authentic engagement with their followers. 

The campaign generated extensive earned media coverage and significant media value, confirming that the media kit resonated strongly with its target audience. Influencers’ organic storytelling amplified awareness of the limited-edition sets celebrating Shell’s presence in everyday life, reminding consumers it is time for their next visit to the Shell station.

At Mashwire, we believe the most impactful campaigns are inspired, rather than instructed. By connecting the right voices with meaningful brand experiences, we help ideas evolve into stories that resonate, engage, and deliver measurable results.

Ready to turn your brand into a story people love to share? Let’s create it together.