Company: Pan American Energy
Company Description: PAE is the leading private and integrated energy company in Argentina. It has become the main private producing, employing and investing company within the Oil&Gas industry in this country. It also operates in Bolivia, Mexico and Brazil. It explores and produces oil and gas. It refines oil, commercializes fuels and lubricants (AXION branch), and participates in the renewable energies.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Social Media Focused
 Nomination Title: This is PAE, this is us
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
On April 14, 2021, PAE launched the first piece of the comprehensive repositioning campaign, an institutional spot. The spot was the main piece of the communication plan around which all other elements of the strategy were aligned.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 240 words used.
The communication multichannel campaign constitutes PAE’s response to regain visibility after the news that focused on the energy sector international crisis caused by the pandemic. The activities reflect how PAE can overcome worst-case scenarios and transforming itself to keep growing.
One of the challenges was that the brand repositioning campaign included five areas with audiences, objectives, messages, aesthetic and schedules of their own that were coordinated with each other to begin to have a strong presence on social networks feeds/timelines.
More than 50 videos —plus the adaptations to the different formats (for example, stories)— were created ad hoc for each target audience. They were posted from April 2021 on PAE’s profiles in five social networks and in the company’s website.
PAE planned how to achieve the following main objectives:
Promoting PAE’s reputation as a company devoted to the energy and Argentine progress.
Showing PAE’s commitment to its collaborators, the society and the environment after an unusual year in the energy sector.
Bringing the company closer to a bigger audience, through new audiovisual formats capable of conveying key messages in a clear, friendly and attractive way.
Presenting the main results of PAE’s operations in the different basins.
Positioning PAE as an employer trademark and showing who the professionals behind PAE’s achievements are and how they work. Also, highlighting, among its stakeholders and employees, the essential role they perform at PAE, thanking them for their commitment and strengthening their sense of belonging.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 247 words used.
PAE structured the campaign in five areas:
Energy for the Industry:
On April 14, PAE launched an institutional one-minute spot. It highlights the company's leadership in hydrocarbon exploration, production and commercialization, as well as in suppling energy products and services to big national and international customers —such as transport industries—, and to those who need oil derivatives to produce consumer goods.
We Are Energy:
This area comprised 8 videos posted on Instagram and Facebook with art intervention (Parallax effect). They show PAE and the industry with an original and less technical approach.
Follow Us:
In May, PAE started one of its longer campaigns on social networks with the purpose of gaining followers. Nine videos were created, with captions that were attractive. These up-to-15-seconds clips convey messages about PAE’s mission, vision and values.
In the First Person:
With this focus area, whose content was launched on July 25, PAE takes the company’s employees and protagonists of the CSR programs to the center stage. Three series (Energy Defines Us, Energy that Brings Growth, Connect With Your Future) were posted (17 videos in total). Stories, presented as docuseries, are triggers to optimistically show the company’s positive impact.
Energy Sets Us in Motion:
From July 27 to December 16, this series (12 videos) -posted on YouTube, Twitter, Instagram and Facebook- describes PAE’s main results: hydrocarbons production; the wind farms; the refinery expansion; the gas stations network; safety and environment; human resources; as well as the achievements related to the CSR programs.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 250 words used.
Objectives:
Improving the overall interaction on digital channels by 12.8% from Q2 2021 until the end of that year, and increasing the number of followers by 15%.
Results:
Social networks gained 371,000 followers:
- Instagram: 21,000 (15% more than in 2020)
- LinkedIn: 200,000 (+15%)
- Facebook: 124,000 (+3%)
- Twitter: 17,000 (+9%)
- SMEs Program fanpage: 9,000 (+26%)
- YouTube: 2,400 (+45%)
Interactions/impressions (engagement rate) grew:
- Twitter: 14.5%
- LinkedIn: 12%
- Instagram: 8.5%
- Facebook: 7%
- SME’s Program fanpage: 4.35%
FOR EACH AREA OF COMMUNICATION FOCUS:
Energy for the Industry, one spot and short clips in April 2021 (4 feed posts, 6 stories):
- 2,654,379 impressions
- 7148 interactions
- 2269 clicks on the video link
- 1,304,680 users reached
We Are Energy, 8 videos with Parallax effect from May 25 to June 2021:
- 2,909,615 impressions
- 1,545,513 users reached
- 10,382 interactions
- 660,200 video views
Join Us - Followers campaign, 9 videos in 5 stages, from January 2021 to February 2022:
- 19,236,800 impressions
- 7,020,200 users reached
- 353,057 views
- 12,429 clicks on the link
In the First Person, 17 videos from July 2021 to July 2022:
- 5,222,609 impressions
- 3,410,880 users reached
- 484,862 interactions
- 98,870 video views
Energy Sets Us in Motion, 12 videos from July 2021 to December 2021:
- 3,800,000 impressions
- 2,060,000 users reached
- 8,400 interactions
- 4200 clicks on the link
- YouTube: 50,000 views
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 245 words used.
“This is PAE, this is us” file details the motivation, objectives, key audiences, the strategy and implementation of the repositioning campaign and the results. There are photos and links to the videos.
- The spot, edited in Spanish, English and Portuguese, was the main piece of the campaign.
- The video series focus on PAE’s strategic work areas as well as on local development, refinery, gas stations, field operations, safety, sustainability, supply to industries and commitment to the communities.
- The videos were posted on all the social networks in five stages that lasted from 25 to 45 days each.
- This series aims at humanizing PAE’s communication, positioning the company as an outstanding employer trademark.
- Testimonies of beneficiaries from PAE’s SMEs Program, which has reinforced the development of small and medium-sized enterprises and entrepreneurs.
- Testimonies of young students who share their experiences and dreams and the way in which PAE, thanks to its Scholarship Program, helps them finish their university studies.
- It refers to hydrocarbon exploration, production and marketing, but also to PAE’s way of working and the way in which it relates to its consumers, the environment and the communities.
2020 digital brochure published in 2021 with the motto “We Are Energy.”
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