Engine No. 1 x Exxon Mobil Proxy Fight

No fable is overused more than David vs. Goliath. To make matters worse, in the comparison we’re about to draw, David is a hedge fund. Before you delete our submission, it’s worth mentioning that Goliath is one of the world’s largest oil companies.

We created and executed social media strategy (and the larger digital campaign) for Engine No. 1’s proxy fight against ExxonMobil. With a fraction of our opponent’s operating budget, our effort had to be lean and focused. Through strategic targeting on LinkedIn, Twitter, Reddit, StockTwits and Google Ads, we were able to locate employees, government officials, and shareholders to highlight Exxon’s underwhelming approach to ESG.

By understanding the target audience, we were able to customize our message to influence a more sustainable future for Exxon.

Engine No. 1’s victory has transformed the once tiny hedge fund that took down Exxon, into an influential powerhouse for positive change. Beyond achieving the initial goal of influencing a more sustainable future for ExxonMobil, Engine No. 1 is poised to make good trouble as an agent for climate change activism and public health. Their next project is a partnership with GM — a collaboration pursue a full fleet of electric vehicles. We’re proud to have a small hand in making our collective future a bit greener, safer, and brighter.