With oil and gas profits — and prices — reaching record highs in the U.S. in 2007, voters began pressuring Congress to enact policies that could reduce the industry’s ability to deliver energy.
In response, ConocoPhillips and FleishmanHillard developed and executed a program to engage people in 33 U.S. cities on energy issues and position the company as part of the solution to the nation’s energy challenges. Based on a benchmark poll of awareness and favorability, FleishmanHillard developed the “Conversation on Energy” campaign to engage consumers, encourage dialogue about the energy challenges facing America, build a core of grassroots advocates, and increase the company’s overall favorability.
The effort generated nearly 300 million impressions through face-to-face meetings, media relations, advertising and digital outreach. And a post-campaign opinion poll revealed a 19-point net gain in favorability for ConocoPhillips.