Redefining the Narrative for the Fuel and Petrochemical Industry
American Fuel & Petrochemical Manufacturers
- Energy
- Advocacy Campaign
- Branding
- Paid Media
- Video
Goal
The American Fuel & Petrochemical Manufacturers (AFPM) partnered with NJI to advance a more balanced, positive understanding of the fuel and petrochemical industry among select, engaged voters and policymakers.
Results
We executed a multi-platform campaign, “We Make Progress,” to humanize the industry with on-the-ground stories from individuals working in the field. The campaign generated hundreds of visible engagements on social media from our curated first-party data audience, including policymakers, staffers, agency C-suite executives, and industry insiders. Accompanying research also showed double-digit increases in favorability year-over-year amongst our priority audiences.
Strategy
The campaign combines creative storytelling, research-tested messaging, and strategic media targeting and placement. Grounded in a year-long rebranding effort that included focus groups, message testing, and brand lift surveys, we built and refined our creative approach to maximize campaign impact. Our team captured on-the-ground video content featuring on-site interviews, b-roll, and AFPM member stories across the United States to bring the voices of industry workers to the forefront.
300M+
campaign impressions
150+
visible engagements from policymakers, staffers, energy reporters and industry insiders
We strategically distributed final assets across digital channels, prioritizing video-centric platforms including connected TV (CTV), over-the-top (OTT), and Youtube, to deliver unskippable video plays to maximize message retention and engagement. By leveraging custom-curated first-party data, we directly targeted priority audiences like Capitol insiders, Tier 1 energy news reporters, and industry stakeholders, ensuring AFPM’s messaging reached the most influential audiences at a frequency for impact.
