Case Study: Shell improves marketing productivity and collaboration with Optimizely Content Marketing Platform

Shell fuel internal marketing process with Optimizely’s CMP

Shell, the global energy and petrochemical company, needed a better way to manage marketing collaboration across 70+ countries and 80,000 employees. Before working with Optimizely, its teams relied on ticketing systems, spreadsheets, and emails, which created silos, limited visibility, and slowed approvals for campaigns and creative work.

Optimizely implemented its Content Marketing Platform (CMP) to unify planning, work requests, and brand-compliance workflows. With Optimizely, Shell now manages hundreds of creative requests and thousands of approvals more efficiently, and in 2022 saw a 5% increase in campaigns created, a 20% increase in work requests, and a 12% increase in users since January 2022.

Shell

Dean Aragon

Chief Executive Officer & Vice-Chairman