Social-first fuel?
Yep, that’s right. My work for Exxon and Mobil stations is all about bringing a social-first voice to this company’s fuel stations channels (FB and IG). My team started out pitching and creating safer, more evergreen social content — but, over time, we’ve formed a strong relationship with our client and legal teams, which has allowed us to explore agile trends, too. With each month of content, we’ve been able to push our client a little outside of their box while still aligning with their overall brand voice. Every win counts.
If you’re someone who drives, then you know that fueling up is just part of your everyday life. And as mundane as getting gas can be, there’s also a unique story there for all of us. Where do we choose to fuel up? Is it just about price, location, whatever?
With my creative and strategy partners, we tell the story of why you should make a pit stop at your local Exxon or Mobil station.
Strategic Thinking & Creative Partnerships
My work on this account has been closely tied to a strategic plan — one that’s evaluated on a monthly and quarterly basis to see what’s landing well with our audience and what learnings we can take into future content development. Collaborating with digital strategists, designers and client experience leaders has helped me incorporate various perspectives in all stages of my creative work. From brainstorming to concepting to content development, each role is integral to what we do. We stretch each other to imagine the life and interests of our target consumer/audience member, and we tailor our content to authentically speak to them. And there’s always something new to learn along the way.
