Cross-cutting digital strategy of social networks. Generating relationships with the professional public in the world of agriculture and construction.

Client

Bellota

Industry/ 2022

Services

Social and campaigns
Production
Social Media
Brand & Business Ads
Strategy
Creative direction
Recruitment & CRO
Campaigns

4 min read

Bellota, a global benchmark in the manufacture of tools and solutions for sectors such as agriculture, construction or industry, trusts Workoholics to deploy an omnichannel digital communication strategy focused on social networks that allows them to strengthen and establish lasting links with their community.

We activate a global service that seeks to generate meaningful connections with a professional audience, create experiences capable of connecting, as well as build a quality community in order to favor brand recognition, notoriety and visibility.

The Social Media Plan as a roadmap to connect with the professional public

Since its foundation more than 100 years ago, Bellota has consolidated its position in the market as a benchmark brand for the quality, hardness and resistance of the tools it designs, manufactures and markets, which are passed on from generation to generation.

During the strategic phase, the starting point of the project, measurable objectives are established to enable us to assess the effectiveness of the actions included in the tactical plan. From here, we delimit the target audiences, define the brand personality of Bellota in social networks, always faithful to its values, and establish a graphic line adapted to the different categories and families of tools according to the professional field to which they are addressed.

Under this premise, we designed a global communication strategy aimed at attracting a qualified professional audience and designed a content plan that, like Bellota, puts the user at the center.

Content creation for a memorable brand experience

On Instagram, Facebook, YouTube, LinkedIn and TikTok we deploy a content plan focused on the use of the tools, on the work that can be carried out with them and on consulting. We take advantage of all the potential offered by the diversity of formats and channels of each social network, from videos of tools in use in Shorts, to active participation in professional groups on Facebook.

Based on this plan, we nurture the networks with content capable of generating engagement, arousing interest in the community and target audience, and reflecting Bellota's philosophy. We create reels with tools in use, product comparisons, tips and advice on the use of tools, and we launch sweepstakes that allow us to increase and build community loyalty. We also provide coverage for Bellota during its participation in trade fairs, amplifying this physical presence by transferring it to social channels, where we carry out live demonstrations or training, among other actions.

Most of the content published is focused on people, with whom we empathize so that they perceive Bellota as what it is, a brand that accompanies them in their daily lives, aware of the hard work, effort and dedication of its users.

Collaborations with influencers, initiatives and brands related to Bellota's activities

We partner with different profiles specialized in the creation of content related to agriculture and construction, who become brand ambassadors for Bellota. We seek to generate trust and reach new related audiences, launching collaborations linked to different themes: new product launches, advice on the use of tools, collaborative sweepstakes, etc. We also carry out cobrandings with brands that complement Bellota's offer, or collaborate with solidarity initiatives.

Launching and lead generation campaigns: even closer to the professionals

With the firm objective of strengthening ties with professional users, we activate campaigns focused on lead generation through the Active Campaign tool. Live trainings, tool raffles, or initiatives that highlight the work of professionals, among other valuable content, allow us to increase an increasingly segmented and qualified database, allowing Bellota to relate directly with a growing professional community to which we can offer content based on their real interests.

In addition, we plan and activate launch campaigns on Google and Meta Ads in order to increase brand awareness and drive qualified traffic to Bellota's website. And we constantly measure everything we do thanks to digital analytics, reviewing and improving the results thanks to the information provided by the data.