Social media strategy | Research | Social media advertising | Digital Marketing
How to develop a social media strategy across 20 different markets
To set the right social media strategy for Engcon we needed to know the behavior of their audience. We had to define their personality, tone of voice, target group and their needs.
Since they have so many different markets we decided to do in depth research across all of them, ranging from America to Germany, interviewing each social media manager as well as sitting in on their weekly meetings and measuring engagement for 6 months. What we learned was that Engcon is not only a pioneering company but also the influencers within their field.
Therefore the social media strategy needed to break down how to establish that way of thinking but also level out the knowledge around Social Media. Our goal was for them to feel secure and confident going forward. And most importantly, Social Media should be fun and with a strategy everything becomes clearer and its easier to be creative when working structured together.
We had a two day workshop presenting the Social Media strategy for all the markets. We finished the intense days with presenting the goal and we aimed high.Increase engagement by 100% in one year. And you know what, they made it!
“My biggest "aha moment" was to change the way of thinking: we´re not a company that´s doing advertising on social media, we´re the influencers who are there to tell the rest of the world how fantastic engcon is.”
“It was informative and fun. I have never worked with social media in this way before but you two made it easy to follow and understand everything”
Engcon launch campaign for the USA
In the spring of 2017 engcon launched their tiltrotator in USA. No one knew who engcon where or how to use a tiltrotator. Our approach was a play on humour while showing how smooth it is to use a tiltrotator. You can dig in any direction while the machine goes straight and why not illustrate that with a patriotic salute to the skyline.
Engcon digital pricelist
We also designed and built a digital price list for engcon that will replace the product paper catalog. In short, the idea is that suppliers and final consumers automatically will be able to see the total amount of the products they need in a simpler way.
Engcon is the world’s leading manufacturer of tiltrotators. Founded in Strömsund, Jämtland, Sweden in 1990. In addition to the main product, the tiltrotator, engcon manufactures attachments, sorting grabs, timber grips, ground vibrators, fork stands, leveling beams, buckets, tine teeth and asphalt cutters for excavators.