Who isn't familiar with the classic ABUS brass padlocks? Founded nearly a century ago, the German brand designs and manufactures a wide range of products and innovative security solutions for homes and businesses. For decades, they have also supplied the cycling and motorcycling world with anti-theft systems and high-quality helmets for all cycling disciplines.
To ensure top of mind awareness of ABUS amongst its potential audience, we needed to increase the capacity of its different target audiences, whether distributors or end consumers, to identify the ABUS brand and products, and clearly associate them with the company's values and competitive advantages.
The definition and analysis of the ABUS buyer persona enables us to offer different audiences balanced, quality and interesting content, segmenting messages according to their needs and desires.
In line with the positioning of the brand as a security expert Made In Germany, we created their own distinctive visual and verbal language, for different social networks and media: a feed carousel, story, tweet or a publication on LinkedIn.
Likewise, and to provide ABUS with a useful tool to coherently convey this positioning to its collaborating athletes and teams, a manual of good practice has been created for their use.
With intense sports sponsorship activity, ABUS' social media communication should also function as an important amplifier to reinforce this positioning. At the end of the day, social networks are presented as the key tool when it comes to promoting the work of professional athletes as brand ambassadors, functioning as the perfect influencers for the end consumer.
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