Marketing Activities
Shell Gift Card Websites
All website banners have been updated for the holidays in both the US and Canada.
Marketing Campaigns
Annual marketing calendar developed to facilitate various campaigns through the year. Including weekly email campaigns that consists of general prospecting, targeted industries, as well as active and inactive customers. Social media advertising and weekly posts, as well as trade publication advertising and trade shows.
| - Automotive - Consumer Goods - Education - Event Services - Financial Services - Government - Healthcare - Human Resources - Manufacturing - Non-Profits - Recruiting & Staffing - Social Services - Technology |
- Corporate Gifting - Customer Loyalty - Employee Engagement - Employee Incentives - Employee Performance - Employe Recognition - Employee Rewards - Employee Safety - Employee Satisfaction - Holidays - Incentive Programs - Referral Programs - Sales Incentives |
| - Buyer Intent Marketing - $63k - LinkedIn US - $13k/ 25k Impressions - LinkedIn Canada - $2k / 10kImpressions |
US Specialty Campaign
Establish a campaign that targets Shell Partner Relationships and consideration for Shell support by direct engagement.
Ongoing shipping campaigns to increase sales.
Canada Specialty Campaign
Ongoing shipping campaigns to increase sales. Next one to launch in December.
Creative Marketing Sampling
Sampling of Collateral
New Collateral
Shell Corporate Websites
RPG supported the creative for Shell Corporate website including Gift Card, Credit Card and SPay.
Card Creative & Concepts
Current US B2B Designs
Current Canada B2B Design
Current Consumer Card Designs
Current US Consumer Holiday Designs
Current US Consumer Digital eGift Card Designs
Current US Consumer Holiday Digital eCard Designs
2026 Consumer Card Designs
Examples of new seasonal and special occasion card designs.
Working through approvals.
New Carriers
3rd Party AAP (Grocery)
Shell Dealer & Wholesalers
Joey Logano Wins Third NASCAR Cup Championship
American Road Trip
Reporting
Google Advertising - US
Through November 2025
Engagement was lower from June through September due to the pause in US ads, which resulted in reduced clicks and impressions during that period.
However, since resuming ads in October, performance has been trending upward compared to October–November 2024. The campaign has already generated 4.95K clicks, 19.8K impressions, and an impressive 24.93% CTR at a low $0.55 average CPC.
With increased budget investment moving into the end of the year, we expect engagement to continue rising as visibility and impression share* expand.
*Impression share is the number of impressions you received divided by the estimated number of impressions you were eligible to receive. Eligibility is based on your current ads' targeting settings, approval statuses, bids, and Quality Scores. This number is updated once a day.
Google Advertising - Canada
Through November 2025
Across both French and English campaigns, performance continues to show strong momentum. Combined, the ads drove 2.66K clicks (2,170 English + 490 French) and 12.92K impressions, reflecting healthy engagement across Canada. While the blended click-through-rate remains strong at 20–27%, the French campaign delivered a 10.16% CTR and the English campaign excelled with 26.81% CTR, signaling highly relevant audience targeting.
Impressions are up significantly in both markets (+1.21K in French and +972 in English), totaling 12.9K impressions, indicating growing visibility and demand.
With average CPCs of $1.83 (FR) and $1.20 (EN), our investment is working efficiently and delivering meaningful reach at competitive costs.
These trends show that we are on track for continued growth, stronger engagement, and improved ROI as we move into the final part of the year.
Google Analytics - US
Through November 2025
We saw 333K engaged users, an 18.3% increase from the previous year, demonstrating stronger interactions with our content. Total views reached 1.2M, up 15.1% from the previous year. Engagement metrics also improved, with a 66.1% engagement rate and an average session duration of 3:02, indicating that users are spending more time on the website than before.
However, active users (276K) and new users (232K) declined year-over-year. With the resumption of Google Ads and the seasonal lift that typically comes during the holidays, we anticipate both metrics will rise through the end of the year.
Google Analytics - Canada
Through November 2025
We saw strong year-over-year growth, with 60.9K engaged sessions (up 47%) and 76.5K new users (up 84%), highlighting the continued strength of our organic presence and marketing efforts. Organic search remained the primary driver, contributing 61K active users, while paid search delivered 1.8K users as budgets were strategically divided between English and French Canadian campaigns to extend reach.
Overall website performance shows solid momentum, supported by a 57.9% engagement rate and a 9.3% increase in average session duration. These results reflect a more inclusive strategy that is positioning us for sustained long-term growth.