Total is the 4th largest oil and gas company in the world, and the 4th largest company in Europe in terms of market capitalization. However, at the end of 2014, when Total’s editorial teams entrusted us with the overhaul of total.com, their site did not reflect this leadership. An aging design, complex information architecture and a surplus of content drowned out their new branding of “committed to a better energy.” Indeed, the site hovered in the middle of the Bowen Craggs index (37th out of 62), the ranking of the best corporate websites worldwide. Eighteen months later, in April 2016, after a full overhaul of the design and content, the site is now for the first time in the top 20 of the ranking.
Staying “performance-minded” is one of Total’s core values, and the Group’s editorial team makes no exception. Total’s ambition is to become the major responsible energy company? Very well, we will also be the major digital communicator. The goal was to transform Total into a real-time media platform, capable of conversing with its global audiences 24/7, 365 days a year. To do so, we helped them to set up a publishing platform capable of delivering content for all Group entities across all digital channels (web, mobile, social). The platform also provides a unique on-call service for expedited publication of any web, mobile or social content under less than two hours.