Case study
Shell: Partners in Progress
Overview
The Financial Times and Shell partnered to create Partners in Progress, a branded content platform showcasing how collaboration drives innovation across complex energy challenges. Told through the voices of Shell’s customers and partners, the campaign brought to life real-world solutions spanning sustainable aviation fuel, data centre efficiency and Formula 1’s sustainable fuel programme. By focusing on authentic partnerships rather than corporate messaging, the campaign positioned Shell as a trusted partner helping businesses navigate the energy transition.
Planning
Shell wanted to demonstrate how it supports organisations in meeting today’s energy demands while progressing towards decarbonisation goals. The campaign targeted senior decision-makers across sectors including aviation, manufacturing and transport, audiences who value proof, credibility and innovation over traditional brand messaging. Insights from the FT Global Insight Study showed that peer-led storytelling and evidence-based narratives were key to building trust with this audience.
Execution
The campaign centred on a series of bespoke, photo-led Partner Content articles, each focused on a specific partnership and industry challenge. Combining human storytelling with technical insight, the content showcased how Shell and its partners collaborate to deliver practical, scalable solutions. The campaign was amplified through targeted display, LinkedIn and Dianomi activity, alongside sponsorship of the FT Energy Transition Summit to extend reach among senior business audiences.
Results
Partners in Progress delivered strong engagement and brand impact. Attention time on Partner Content exceeded benchmark by 63%, while page views surpassed targets. The campaign also reached a highly qualified audience, with over half of known users identified as decision-makers and more than 40% at C-suite level. Brand lift research showed increased association between Shell and innovation, technology and lower-carbon energy solutions.
Conclusion
By focusing on customer and partner perspectives, Partners in Progress demonstrated the power of collaboration in tackling complex energy challenges. The campaign successfully shifted Shell’s positioning from corporate energy provider to trusted partner, using authentic storytelling to prove how long-term partnerships can drive meaningful progress across global industries.
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