"Big oil firms are tapping into the influence of social media stars in a bid to improve their image. Experts warn we could be facing a new wave of misleading content. An investigation by DeSmog last month uncovered hundreds of examples of content creators being paid to promote fossil fuel firms worldwide since 2017, resulting in campaigns reaching billions of people."
"According to leaked internal documents from BP in 2020, oil and gas firms in the UK are implementing the strategy in a bid to become "more relatable, passionate and authentic" and "win the trust of the younger generations." Desmog's investigation alleges Shell has been the biggest employer of influencer marketing over the last seven years. In 2017, the company worked with environmentalist Robert Swan by sponsoring his trip to the South Pole with his son Barney in order to promote its renewable biofuels."
Major oil and gas firms are paying social media creators to improve corporate image and reach younger audiences. Hundreds of instances since 2017 were uncovered, with campaigns reaching billions worldwide. Leaked BP documents show companies aim to become “more relatable, passionate and authentic” and to “win the trust of the younger generations.” Shell has extensively used influencer marketing, including sponsoring Robert Swan’s South Pole trip to promote biofuels. Recent campaigns featured a five-part video by Dallas Campbell promoting low-carbon solutions like hydrogen. Glimpse works to discourage creatives from partnering with fossil fuel clients. The ASA is increasing enforcement, but ad and PR firms remain adaptive.
Read at The Drum
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