Security made in Germany, social media strategy and plan for a brand with 100 years of history
- Social and campaings
- Production
- Social media
- Campaigns
Working on the recognition, notoriety and visibility of ABUS through community building and participation in social networks within the Spanish and Portuguese markets, marks the starting point of this Social Media Management project for one of the world's leading companies in the field of security.
A social ecosystem adapted to the ABUS business reality
To bring ABUS to the top of mind of the potential public, we had to increase the capacity of the different target audiences, whether distributors or end consumers, to identify the ABUS brand and products, clearly associating them with the company's values and competitive advantages.
The social media content strategy proposed for ABUS is based on four main pillars that have to do with the type of content they refer to: brand, product, lifestyle and current affairs. From here, the specific themes of each of these pillars are specified, within a calendar of ongoing content and other series of specific publications.
The definition and analysis of ABUS buyer personas allows us to offer balanced, quality and interesting content to different audiences, segmenting messages according to their needs and desires.
Building our own visual and verbal universe
In line with our positioning as a brand expert in security Made In Germany, we have generated our own visual and verbal language that differentiates us, applicable to the different social networks and formats: from a carousel in the feed, a story, a tweet or a publication on LinkedIn.
Likewise, and in order to provide ABUS with a useful tool to coherently convey this positioning to its athletes and collaborating teams, a best practices manual has been created for use by this group.
With an intense sports sponsorship activity, ABUS' social media communication should also function as an important loudspeaker to reinforce this positioning. After all, social networks are the key tool for promoting the work of professional athletes as brand ambassadors, acting as the perfect prescribers for the end consumer.
One of the backbones of the project is to contribute to the visibility of the sponsorship work of women athletes and women's teams, as well as major professional teams such as Movistar Team, among many others.
An optimized social experience
In short, thanks to the in-depth analysis of the ABUS context, the editorial and visual definition of content and effective planning and management, ABUS now has optimized social profiles from which to communicate and interact effectively with its different audiences, whether distributors or end consumers.