Digital PR Case Study: Shell Indonesia & IdScore

Public Relations is one of the fields that has undergone a digital evolution. Digital PR is a combination of traditional PR strategies and digital marketing. The benefits of implementing Digital PR include increasing organic website traffic, creating a positive brand image in the digital sphere, and expanding brand awareness.

Digital PR is often mistakenly interpreted as simply using social media to amplify PR activities. The root of this misconception is that PR strategies are not executed in tandem with social media use. Examples of such mistakes include converting offline press conferences into online events or posting press releases as Twitter threads.

In this post, I’ll present a case study of effective Digital PR from Shell Indonesia and IdScore.

Digital PR Case Study with Shell DO

One of Shell Indonesia’s business units, Shell Dealer-Owned, experienced positive results from implementing Digital PR. Previously, they worked with a U.S.-based PR agency that employed a strategy of distributing press releases twice a month and hosting events every month. As a result, their website traffic increased, but the conversions generated to attract investors to invest in Shell gas stations were not proportional to the effort expended.

Media Buffet PR audited the situation at Shell Indonesia. In doing so, Media Buffet PR found that Shell DO had a very weak digital presence. One issue was a complicated user experience that made it difficult for potential investors to understand the concept of this partnership program. Media Buffet PR designed a Digital PR strategy for Shell DO, which included optimizing their website through SEO-friendly press releases. As a result, Shell DO’s website ranked on the first page of Google within one year.

Digital PR isn’t just about creating online content and SEO optimization. Here, Media Buffet PR sought to combine Digital PR with community engagement. Shell DO introduced this program to communities that were part of their target market, including business and automotive communities. As a result, during the pandemic, the number of investors in Shell DO’s partnership program increased significantly more than usual.

IdScore Ranks No. 1 on Google

The situation was different for IdScore. The public’s limited understanding of credit scoring posed a unique challenge for IdScore. Even when the company was just starting out, there weren’t many competitors offering services similar to IdScore’s. This was one of the reasons why it was so difficult to find the IdScore website when typing “credit score” into Google Search. 

Media Buffet PR implemented several strategies to address this issue. They optimized all of IdScore’s digital platforms—including its website, social media, and SEO—while also leveraging community engagement, influencer marketing, and traditional PR, all simultaneously. This collaboration yielded remarkable results for IdScore. For one thing, their website appeared on page 1 of Google Search for 6 months for 5 different keywords, including “credit score,” “skor kredit,” “credit scoring,” “credit score Indonesia,” and “how to check your credit score.”