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bp
Retail Community Management.
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Challenge

Become the voice of bp Retail across social, developing a unique tone of voice that resonates with the brand, builds the community, improves sentiment and takes the onus off customer care. And then maintain it during a global pandemic when customers were taking to social in their droves for critical information.

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Creative

We developed a tone of voice for social that not only made the brand more relatable and trusted but also showed customers genuine warmth and personality in our response across all channels.  Our tone of voice has been adopted widely across the business as best in class and came into its own during the pandemic.

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Execution

We’ve run bp Retail’s community management for three years and that role was put under a huge spotlight during the pandemic as customers took to social to get the latest information about services at their local petrol station. Operating at the point of customer interaction with the brand meant that we had to really own those conversations – whether it was information on mask wearing or providing free coffee to the emergency services, our job was to help bp provide clarity and reassurance at all touchpoints.  

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Influence

During the peak of the pandemic: 

75 customer interactions every day

hour average response time

74% increase in positive sentiment