The multi-year Unbound Diaries social series is designed to complement Shell’s larger Performance Unbound campaign and to build an emotional connection with our audience through storytelling that showcase how unlimited our potential is when we are truly unbound.

The initial year of this social campaign led the year with 6 pieces in the top 10 consumer sentiment scores. This campaign was also the most engaging and viewed content on Shell’s social media with over 1.1 million views and 10k engagements in 2023. In 2024 those metrics were doubled and again led the year with 5 pieces in the top 10 of the consumer sentiment scores after tightening the messaging, producing higher quality content, and targeting diverse audiences.