Sport Dimensions is working closely with key performance-focused digital influencers that reach followers who care about premium products and performance. The followers are very loyal, knowledgeable and don’t buy into commercializing information.

“...when working with influencers, brands have to let go and allow influencers control of the narrative to preserve the authenticity of what is being communicated.”

Priyanka Dayal, content marketing manager at Centaur Media PLC, observes how influencer marketing is different from traditional marketing, where brands have traditionally had full control over their marketing. She emphasizes the fact that today’s consumer can tell the difference between an advert, a personal recommendation, and an advert masked under a personal recommendation.

“For influencer marketing to sustain, authenticity and credibility is key.”

Our goal is to develop and maintain a long-term relationship with our family of performance influencers so SVPN+ becomes a bigger part of their vocabulary and follower dialogue. Sport Dimensions lives in the performance space, which make the relationship a natural and relatable to the influencers.

Metrics and valuation will be a key component of tracking the effectiveness of the program. Below is a dashboard of where we are to date in 2018. Most importantly, true, ongoing relationships will be developed with Shell to communicate our brand and products in a real and believable manner. The influencers will also be a part of our SVPN+ launch strategy headed into 2019.

Metrics over the last 30 days



post engagements




most recent posts for #shellpnoc on instagram

Meet the Team

The performance influencers we choose will focus on those who are involved in some type of racing, extreme driving or automotive performance reporting. We will build a family of six performance influencers in 2018. The program will leverage their existing online audiences and authentic voices to produce genuine content that will highlight and educate their following about the performance attributes of Shell V-Power NiTRO+. Each influencer will be invited to key performance events and activities in 2018 to learn more about Shell and premium fuel. Leveraging relative and meaningful Shell partners/properties, SD will host at least two influencers at three different events with specific social media content goals for Shell Retail.

As a result of their research, social media specialist Markerly believes that influencers in the 10k-100k follower range are the micro influencers that brands should focus their influencer marketing on - not celebrities with huge followings but low engagement. Our team showcased below follows this approach.

schedule of events