Oil and Gas Climate Initiative (OGCI)

Turning a report into a moment

Amplifying OGCI’s annual progress report to drive engagement, reach and narrative alignment

Sector

Energy, climate, technology

Location

Global

Expertise

Communication and PR

What we delivered

Campaign strategy
Editorial and digital content
Media relations

OGCI’s annual Progress Report is its flagship communication moment – showcasing performance data, low-carbon investments, and the collective actions of its 12 member companies: Aramco, bp, Chevron, CNPC, ENI, Equinor, ExxonMobil, Occidental, Petrobras, Repsol, Shell and TotalEnergies.

In a competitive and often sceptical media environment, the challenge was to land the 2025 edition with greater visibility, sharper messaging and broader stakeholder reach – without losing credibility or overclaim.

One report. One voice. Big impact.

Working closely with OGCI’s in-house team, we shaped a coordinated campaign around the Progress Report – balancing technical integrity with clearer storytelling. The goal was to increase engagement, align messaging across channels, and equip member companies with tools to amplify the launch.

Media strategy and press engagement

Planned and managed media outreach in collaboration with OGCI’s comms team – including early embargo sharing with trusted journalists and targeted engagement with specialist energy and climate media to broaden pick-up.

Targeted stakeholder outreach

Developed and deployed tailored email communications, with improved segmentation, clearer calls to action and a sharper value proposition.

Paid and organic LinkedIn activation

Launched a two-phase paid campaign and supported OGCI’s organic content plan – driving above-benchmark performance across impressions, engagement and site visits.

Member company amplification

Worked with OGCI to equip member comms teams and CEOs with messaging, assets and suggested posts to help drive aligned reach across LinkedIn.

Project highlights

Stronger engagement where it matters

This year’s targeted outreach drove higher engagement across all metrics – with improved open and click-through rates among priority stakeholders including DESNZ, the US Department of Energy, UAE Ministry of Energy, the World Economic Forum and others.

Global media reach secured

The launch campaign delivered over 35 million in media reach, with coverage across top-tier titles including Reuters, Bloomberg Green. Upstream, and BusinessGreen, and a clear uplift in referral traffic to the OGCI site.

Coordinated amplification, measurable impact

The campaign mobilised OGCI’s member companies as active amplifiers – reposting content, quoting leadership and using the report as a shared reference point across channels. This coordinated approach extended reach to more than 35 million people, increased stakeholder click-throughs and drove traffic growth across both paid and organic platforms. Crucially, it also supported stronger internal alignment – with member companies sharing content, amplifying posts, and using the report as a shared reference point.