Building a global communications function

Challenge

Puma Energy is a $13bn revenue mid-and downstream oil company operating in 48 markets across five business lines.

The company has grown substantially through regional acquisitions across various lines of business (LoBs), which has led to a complex ecosystem for its target audiences to navigate. Our brief is to create globally consistent content and social media amplification for Puma Energy’s main LoBs – aviation fuel, bitumen and lubricants – providing case studies, news and thought leadership articles.

Approach

Working with the global business leads, we built a strong infrastructure for developing thought-provoking thought leadership content.

We established close relationships with LoB subject matter experts to turn technical content into engaging stories. Topics included the benefits of using crumb rubber to develop new highways, why we should be turning to eco-friendly lubricants and how we can monetise refuelling in the aviation industry.

Impact

As well as managing the global social and web platforms – our scope also includes placing opinion article with top tier, global media titles.
As a result, our content has helped to increase both share of voice on key topics and engagement on Puma Energy’s social pages.
There was a clear upward trend in the LinkedIn engagement rate, with Puma Energy’s engagement rate (2.5-9.6%) much higher than the LinkedIn average for businesses of <1%.

Puma Energy

Energy & Built Environment

Building a global communications function

Challenge

Approach

Impact

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