BC tip: BP - Making existing material go further

BP selects some of its best images from 2017 for an effective New Year photo feature  

BP 2017 picture show

The Feature

BP has an online magazine which is one of the main sections of its website.

At the end of 2017, BP selected nine images which it had previously published in the magazine during the year to create a new article ‘Picture show: the faces and places of BP in 2017’.

The images are varied, ranging from an employee working in a laboratory to schoolchildren at an event to a landscape of an offshore platform. Each one is titled, credited to a photographer and has a short caption.

The feature was posted in the Observations sub-section and heavily promoted around the site, including on the global home page, and on the company’s Twitter feed.

The Takeaway

Individually the images are impressive, but taken together their impact is increased. The user is drawn to scroll down the page to see all the photos, partly by the strength of the images, but also by the bold titles such as ‘Line of sight’ or ‘The colour purple’.

The images seem to have been chosen and captioned carefully to convey the wide range of projects and locations that the company operates in, to convey key messages, and to provide a retrospective on the year.

For example, the top image ‘Hanging out’ is of an employee high up on rigging, installing equipment on a platform. Not only is the image stunning, with the operator in the foreground far above a ship in the background, but the fact he is wearing safety gear – and that the caption underlines this – is designed to communicate BP’s approach to safety.

A link to a magazine article from April 2017 on the company’s North Sea business, where the platform in question is located, is an effective way of drawing the visitor in to related information.

Crediting the images is a nice touch too – not just to recognise the photographers, but it also helps add to the magazine-feel of the piece. One criticism is that the original articles in which the photos were published are not linked: this would add context and interest.

Overall this is a powerful way of telling the company’s story and engaging the website’s visitors, simply by reusing valuable material the company already has. A useful pointer for companies that could be helpful not just at New Year, but at any time in the editorial calendar.

https://www.bp.com/en/global/corporate/bp-magazine/observations/bp-best-of-2017-in-pictures.html