Brief:

• ExxonMobile ran a social influencer campaign on YouTube that generated about 1 million user engagements, per a statement from the agency, Mastermind Marketing, that oversaw the effort. The energy giant aimed to raise awareness for its Speedpass+ mobile app and urge viewers to apply for the ExxonMobile Smart Card, a credit card issued by Citibank that also works in the app.
• The campaign relied on influencers who have automotive or technology channels on YouTube, Google's video-sharing platform with 1.8 billion users worldwide. A video demonstration of the Speedpass+ app by a trusted influencer was the best way to explain its features and benefits, Daniel Dodson, CEO of Mastermind, said. The consumer engagements included traffic to customized influencer landing pages, app downloads and card applications.
• The Speedpass+ app allows people to buy gas with a connected credit card, Apple Pay or Samsung Pay and is integrated with the ExxonMobil Rewards+ program. Customers can apply for an ExxonMobil Smart Card through the app.

Insight:

ExxonMobil's campaign for its Speedpass+ mobile app and payment card shows how a brand can reach a target audience by carefully selecting social influencers who have cultivated an audience of enthusiasts. It also points to the expanding reach of influencer marketing, which has often been focused around influencers in topics like fashion, beauty and cooking. In ExxonMobil’s case, the campaign was aimed at viewers of automotive and technology vlogs on YouTube. 

For ExxonMobil, the campaign had a two-fold goal: increasing usage of its Speedpass+ mobile app and increasing applications for its Smart Card credit card. While the type of mobile payments supported by the Speedpass+ app are popular in the developing world, they have faced resistance in Western markets. This could change as more tech-savvy, mobile-first consumers enter the market, and companies like 7-Eleven and Costco are rolling out support for Apple Pay, Google Pay and Samsung Pay. Walmart this week announced that its Savings Catcher app will require mobile payment.

Overall, marketers are investing more in influencer marketing. By generating 1 million engagements, this social influencer campaign appears to be a success, but social media also can be a double-edged sword for brands, especially in industries that generate public controversy. ExxonMobil has been targeted on social media with a #ExxonKnew campaign following claims that the company covered up knowledge about its possible role in climate change and lied to the public.