Objective: to make the general public understand the new “Committed to better Energy” signature through proof.

Solution: Development of an international partnership with CNBC including:

– Co-created editorial content: the Sustainable Energy series, a 26-minute magazine sponsored by Total, broadcast at prime time.

-100% Total speaking spaces: the equivalent of a blog on the CNBC website with 2 articles and feature reports on Total projects per month

– An ad hoc social media strategy

– An internal sharing strategy for our content.

Results:

68% completion rate for videos vs 40% benchmark

10 minutes spent on content vs 3-minutes benchmark

4% engagement rate for tweets vs 1% benchmark