AUDIENCE TRUTH ENGINE

The recommendation

Aramco Advantage Crude · China

Proof you can check

“Don't take our word for it.”

This campaign invites people to check the claim for themselves. We open with independently checked carbon data, then give each group the proof it needs at the moment it gets involved: from journalists, to the strategy and policy people who frame the issue, to technical teams, finance and, finally, the partners who'll recommend it.

Test this plan with the room ↓

What’s your goal?

How the room moves through the campaign

Each stage wins over a different group. By the end, 22 of 24 people in China are leaning in.

Before the campaign

6 leaning in · 0 pushing back · 12 not convinced · 6 tuning out

1Get noticed

9 leaning in · 0 pushing back · 11 not convinced · 4 tuning out

2Help them understand

10 leaning in · 0 pushing back · 12 not convinced · 2 tuning out

3Get considered

16 leaning in · 0 pushing back · 6 not convinced · 2 tuning out

4Get chosen

18 leaning in · 0 pushing back · 4 not convinced · 2 tuning out

5Get recommended

22 leaning in · 1 pushing back · 1 not convinced · 0 tuning out

Still to win: Dai Lei needs to know how the value calculator stores refinery data and who can see it. Zhou Bin needs the partner's permission and legal sign-off before the partner is named.

This assumes the proof for each stage is real and ready before that stage starts.

How we chose where to start

We put five versions of the message to the room. Leading with independent proof won over the most people and created no new objections, so the campaign opens with it.

Original message

6 leaning in · 0 pushing back

Lead with secure supply

7 leaning in · 1 pushing back

Lead with independent proofWhere we start

10 leaning in · 0 pushing back

Lead with refinery profits

7 leaning in · 2 pushing back

Build around a Chinese partner

9 leaning in · 1 pushing back

The campaign, stage by stage

Each stage speaks to the people who matter most at that point, and gives them the proof they need to move on.

Stage 1 · Awareness

Get noticed

Make senior people in China's energy and industrial world aware that there's a lower-carbon crude whose numbers have been independently checked.

Starts when: The independent check of the carbon data is complete and published.

9 of 24 leaning in after this stage +3

Who matters now

Journalists, commentators and researchers. They decide whether this becomes a story people hear about.

What we say

“Lower-carbon crude, with the numbers independently checked. Don't take our word for it: read the report.”

Why it works

The original message gave journalists and researchers nothing new to report and nothing to check, so they tuned out or held back. An independent report gives them both, and a senior spokesperson gives them someone to question. Publishing the method with the report stops the number itself becoming the story.

  • Executive Editor, Business and TechnologyTuning out → Leaning in

    “An independent report on a crude's carbon? That's a story I can run.”

  • Senior Business and Energy CorrespondentNot convinced → Leaning in

    “A published method and a senior spokesperson to question. That I can report on fairly.”

  • Senior Energy Research FellowNot convinced → Leaning in

    “The method is public, so I can review it and say what I think.”

  • Director, Global Energy and Geopolitics ProgrammeLeaning in

    “Good. Now put it in the context of energy security.”

  • Vice President, Industry PartnershipsTuning out → Not convinced

    “I've noticed it. But I'd still need a partner story before I pass it on.”

Proof they need

Independent evidenceAn open, clear methodA news momentAccess to a senior spokesperson

Channels and formats

  • Publish the independent report and how the figure was worked out
  • A launch briefing for journalists and analysts, with a senior spokesperson
  • Energy and industry trade press
  • Articles on company and industry WeChat channels

Signs it’s working

  • Trade press coverage that mentions the independent check
  • People reading and downloading the report
  • Journalists and analysts asking for briefings
Stage 2 · Education

Help them understand

Explain what lower-carbon crude means for China's refiners: how the carbon is measured, why it matters for energy security, and where it fits national policy.

Starts when: Alongside stage 1, and it keeps going. The guide and white paper should be ready soon after launch.

10 of 24 leaning in after this stage +1

Who matters now

Strategy and policy people, and the commentators who frame the issue. They shape how everyone else thinks about it.

What we say

“The carbon in your crude, explained: how it's measured, why it matters for China's energy security, and where it fits national policy.”

Why it works

B2B decisions take time, and people need to understand the issue before they'll judge the claim. This stage doesn't win many people outright, but fewer people tune out, and it builds the energy security case that finance and strategy will need later.

  • Director, Energy Strategy and RiskNot convinced → Leaning in

    “It links lower carbon to energy security and policy. Now it's a strategic question for us.”

  • Chief Strategy OfficerLeaning in

    “This gives me the story I'd tell my board.”

  • Director, Global Energy and Geopolitics ProgrammeLeaning in

    “Finally, the energy security context. I can build on this.”

  • Senior Policy Research DirectorNot convinced

    “It fits the direction of policy. I still need to see the numbers.”

  • Vice President, Industry CollaborationTuning out → Not convinced

    “It explains why this matters for supply chains. Still no example I'd share.”

  • Vice President, Strategic Ecosystem PartnershipsTuning out → Not convinced

    “Useful background. I'd share it if there were a partner story.”

Proof they need

An open, clear methodFit with national policyWhat-if scenariosReview by other experts

Channels and formats

  • A plain-language guide to how the carbon in crude is measured
  • A white paper on lower-carbon crude and China's energy security, reviewed by independent experts
  • Seminars with industry associations
  • A series of short WeChat explainers

Signs it’s working

  • People coming back for more, such as returning readers and series subscribers
  • Refinery and policy teams downloading the guide and white paper
  • Questions moving from "what is this?" to "how would this work for us?"
Stage 3 · Consideration

Get considered

Get technical, safety and compliance teams to check the claim for themselves, and clear it.

Starts when: The full data pack is ready, and the claim has been confirmed to meet Chinese rules.

16 of 24 leaning in after this stage +6

Who matters now

The people who check facts and the people who can say no. Nothing moves forward until they're satisfied.

What we say

“Aramco Advantage Crude comes with independently checked carbon data, so refiners can judge the carbon and commercial benefits for themselves.”

This is the version that tested best in the room.

Why it works

It wins over the checkers and the gatekeepers and creates no new objections. Finance believes the number now, but still wants to see what it's worth. That's the job of the next stage.

  • Director, Energy Technology and DecarbonisationNot convinced → Leaning in

    “Checked operating data and a fair comparison. Now I can judge it.”

  • Director, Process TechnologyNot convinced → Leaning in

    “The data pack covers plant performance. I can take this to my team.”

  • Chief Technology Officer, Industrial AINot convinced → Leaning in

    “Trial results and a review by other experts. That's the proof I asked for.”

  • Director, Environment Health and SafetyNot convinced → Leaning in

    “Checked by an independent body, and it meets Chinese rules. I can stand behind that.”

  • Division Director, Regulatory AffairsNot convinced → Leaning in

    “Proof it meets our rules, and properly signed off. No objection from me.”

  • Chief Compliance OfficerNot convinced → Leaning in

    “The claims are checked and the scope is clear. I can sign this off.”

  • Managing Director, Energy and Infrastructure FinanceNot convinced

    “I believe the number now. What I still can't see is what it's worth.”

Proof they need

Checked data from real operationsA like-for-like comparisonIndependent certificationProof it meets Chinese rulesProper internal sign-off

Channels and formats

  • Technical briefings for refinery technical and safety teams
  • A full data pack: the method, what the figure covers, and the operating data
  • One-to-one sessions with compliance and regulatory teams

Signs it’s working

  • Technical teams asking for the full data pack
  • Safety or compliance reviews under way
  • Fewer "is this true?" questions in sales conversations
Stage 4 · Selection

Get chosen

Show finance and strategy what it's worth, so choosing it becomes a sound business decision.

Starts when: The business case and value calculator are ready, and it's agreed how the calculator keeps refinery data secure.

18 of 24 leaning in after this stage +2

Who matters now

Finance and strategy. They decide whether it's worth the money.

What we say

“Because the carbon data is checked, the value is real: reliable supply, lower risk, and savings you can model with your own numbers.”

Why it works

When we tested leading with profits, the technical and safety people pushed back. Here the proof has already landed, so the business case builds on solid ground.

  • Managing Director, Energy and Infrastructure FinanceNot convinced → Leaning in

    “Now I can see what it's worth, under scenarios I recognise. I'd back this.”

  • Chief Investment StrategistLeaning in

    “Return for the risk, compared with the alternatives. This is an investment case.”

  • Director, Strategic InvestmentLeaning in

    “A clear return on investment. I can take this to the investment committee.”

  • Senior Policy Research DirectorNot convinced → Leaning in

    “It fits national policy and the numbers add up. I can support it.”

  • Director, Energy Technology and DecarbonisationLeaning in

    “The proof came first, so I trust the business case built on it.”

  • Vice President, Data Governance and CybersecurityNot convinced

    “If the calculator uses our operating data, I need to know it's kept secure.”

Proof they need

A business caseWhat-if scenariosWhat it means in money termsFit with national policy

Channels and formats

  • Business case workshops with finance and strategy teams
  • A simple value calculator that uses the refinery's own numbers
  • Executive roundtables on energy security

Signs it’s working

  • Finance teams asking to run the business case with their own numbers
  • Trials or pilot volumes agreed
  • Energy security mentioned as a reason to buy
Stage 5 · Recommendation

Get recommended

Give the people who spread ideas a real Chinese example to point to, so others hear about it from someone they trust.

Starts when: A real Chinese partner has agreed to be named, and compliance has approved how their results are described.

22 of 24 leaning in after this stage +4

Who matters now

The people who pass ideas on across industry, government and finance.

What we say

“See how [a Chinese refinery partner] is using Aramco Advantage Crude, with checked carbon data and measured results for its customers.”

Only with a real partner who has agreed to be named.

Why it works

The people who spread ideas have held back at every stage so far, because there was nothing real to point to. A named partner changes that. The catch: compliance pushes back until the partner has agreed to be named and legal has approved how their results are described.

  • Vice President, Industry PartnershipsNot convinced → Leaning in

    “A real Chinese refinery, with measured results. Now I'd share it.”

  • Secretary GeneralTuning out → Leaning in

    “A local example that's good for the industry. Worth passing on.”

  • Partner, Corporate and Project FinanceTuning out → Leaning in

    “A real deal with real results. That I can talk about.”

  • Vice President, Industry CollaborationNot convinced → Leaning in

    “Now it connects to our supply chain.”

  • Vice President, Strategic Ecosystem PartnershipsNot convinced → Leaning in

    “A partner I can point to, with results. I'd share that with our network.”

  • Chief Compliance OfficerLeaning in → Pushing back

    “Before we name them: do we have their permission, and are their results described accurately?”

Proof they need

A partner people trustA measured resultPermission to name the partnerLegal advice

Channels and formats

  • A joint case study with the partner
  • Speaking slots at industry events and association forums
  • Features in trade and business press

Signs it’s working

  • A partner agreeing to be named
  • Industry bodies and press mentioning it without being asked
  • Invitations to speak

Channel ideas are our team's judgement. The audience data doesn't cover media habits, so test them with the client's media team.

The whole plan on one page

Proof you can check. “Don't take our word for it.”

Stage 1Awareness

Get noticed

Starts when

The independent check of the carbon data is complete and published.

Who

Song Qian, Guo Ting, Qi Ming, Yu Feng, Wang Haitao

Message

“Lower-carbon crude, with the numbers independently checked. Don't take our word for it: read the report.”

Proof

Independent evidence · An open, clear method · A news moment · Access to a senior spokesperson

Channels

  • Publish the independent report and how the figure was worked out
  • A launch briefing for journalists and analysts, with a senior spokesperson
  • Energy and industry trade press
  • Articles on company and industry WeChat channels

Working when

  • Trade press coverage that mentions the independent check
  • People reading and downloading the report
  • Journalists and analysts asking for briefings
Stage 2Education

Help them understand

Starts when

Alongside stage 1, and it keeps going. The guide and white paper should be ready soon after launch.

Who

Zhang Lixin, Liu Xuemei, Yu Feng, Zhao Peng, Xu Lihua, Luo Chao

Message

“The carbon in your crude, explained: how it's measured, why it matters for China's energy security, and where it fits national policy.”

Proof

An open, clear method · Fit with national policy · What-if scenarios · Review by other experts

Channels

  • A plain-language guide to how the carbon in crude is measured
  • A white paper on lower-carbon crude and China's energy security, reviewed by independent experts
  • Seminars with industry associations
  • A series of short WeChat explainers

Working when

  • People coming back for more, such as returning readers and series subscribers
  • Refinery and policy teams downloading the guide and white paper
  • Questions moving from "what is this?" to "how would this work for us?"
Stage 3Consideration

Get considered

Starts when

The full data pack is ready, and the claim has been confirmed to meet Chinese rules.

Who

Chen Jing, Hu Zhiqiang, Tang Yilin, Gao Yan, Ma Lijuan, Zhou Bin, Sun Ying

Message

“Aramco Advantage Crude comes with independently checked carbon data, so refiners can judge the carbon and commercial benefits for themselves.”

Proof

Checked data from real operations · A like-for-like comparison · Independent certification · Proof it meets Chinese rules · Proper internal sign-off

Channels

  • Technical briefings for refinery technical and safety teams
  • A full data pack: the method, what the figure covers, and the operating data
  • One-to-one sessions with compliance and regulatory teams

Working when

  • Technical teams asking for the full data pack
  • Safety or compliance reviews under way
  • Fewer "is this true?" questions in sales conversations
Stage 4Selection

Get chosen

Starts when

The business case and value calculator are ready, and it's agreed how the calculator keeps refinery data secure.

Who

Sun Ying, Wu Xiaodong, Lin Guodong, Zhao Peng, Chen Jing, Dai Lei

Message

“Because the carbon data is checked, the value is real: reliable supply, lower risk, and savings you can model with your own numbers.”

Proof

A business case · What-if scenarios · What it means in money terms · Fit with national policy

Channels

  • Business case workshops with finance and strategy teams
  • A simple value calculator that uses the refinery's own numbers
  • Executive roundtables on energy security

Working when

  • Finance teams asking to run the business case with their own numbers
  • Trials or pilot volumes agreed
  • Energy security mentioned as a reason to buy
Stage 5Recommendation

Get recommended

Starts when

A real Chinese partner has agreed to be named, and compliance has approved how their results are described.

Who

Wang Haitao, Ren Zhiming, He Wenjie, Xu Lihua, Luo Chao, Zhou Bin

Message

“See how [a Chinese refinery partner] is using Aramco Advantage Crude, with checked carbon data and measured results for its customers.”

Proof

A partner people trust · A measured result · Permission to name the partner · Legal advice

Channels

  • A joint case study with the partner
  • Speaking slots at industry events and association forums
  • Features in trade and business press

Working when

  • A partner agreeing to be named
  • Industry bodies and press mentioning it without being asked
  • Invitations to speak

Test this plan with the room

Put the plan back to the people it's for. Ask them a question, see what happens if you change course, or work on the people still to win.

Ask the room

Hear how the people behind this decision answer, side by side.

What would make you believe this?What worries you most?What should we lead with?What's missing?

Change course

Lead with a different version of the message and watch the room react.

Original message6 leaning in · 0 pushing backLead with secure supply7 leaning in · 1 pushing backLead with refinery profits7 leaning in · 2 pushing backBuild around a Chinese partner9 leaning in · 1 pushing back

Win the last two

Two people are still holding out at the end. See what they care about and need.

Follow your message through the refinery

What has to be true first

The campaign only works if these exist. None of them can be skipped.

  1. Get the carbon data independently checked

    The main claim needs checked data from real operations, a like-for-like comparison with other crude, and a check by an independent body.

    Asked for by

  2. Show it meets Chinese rules

    Any environmental benefit must come with proof it meets Chinese rules and clear, open reporting, and be signed off internally before use.

    Asked for by

  3. Build a business case

    Show, step by step and with what-if scenarios, how the choice of crude affects costs, risk and value to customers.

    Asked for by

  4. Find a real Chinese partner example

    A named partner or customer gives people something to point to and pass on. Only use one that is real, checked and agreed to be named.

    Asked for by

Watch out for

Next steps

  1. Share this recommendation with the client team and agree which evidence already exists.
  2. Commission the independent check of the carbon data first. Stages 1 to 3 depend on it.
  3. Start the education content early. B2B decisions take months, so the guide and white paper need to be ready soon after launch.
  4. Build the business case and value calculator in parallel, ready for stage 4.
  5. Start looking for a Chinese partner willing to be named, ready for stage 5.
  6. Brief the creative team on the big idea and the five stages.
  7. Put the finished work for each stage back in front of the room, then test it with real people before launch.

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