PEMEX, a Mexico-based petroleum company wanted to expand operations on a global scale. Because their brand is well known throughout Mexico but less so around the world, PEMEX looked to Captura Group to help familiarize their brand to a global audience and potential investors.
Establish Twitter as a channel for PEMEX to communicate with a global audience and build awareness for PEMEX as a leading company among global investors, international media, and within the petroleum industry.
Captura Group helped PEMEX develop their brand voice, curate industry topics of conversation to circulate and speak to. We then identified optimal tweet frequency and audience growth behavior. We ensured that PEMEX spoke with a voice of authority, leadership and expertise, while being approachable and friendly.
Even our mindfully crafted, text-only tweet about the launch received higher than average engagement, when historically only photo posts stimulated high interaction rates. In fact, two of the three top retweeted and favorited posts during the month of the U.S. gas station launch were text-only posts that were related to this story.