Providing the building blocks of B2B social media
The Brief
Dow needed a social media strategy to give their social media efforts direction, with the objective of increasing brand awareness.
They needed to centralise social media content creation, and to make sure content had a consistent visual identity and tone of voice. They briefed Cubaka to provide all social media management, content creation, copywriting and guidance for all stakeholders within the business.
For the past year, we’ve been putting the building blocks of social in place. We’ve identified their common objectives based on overall business goals, and provided tactics to achieve these in an overarching social media strategy.
Our Work
It started with a SWOT analysis to establish quick wins and missed opportunities within the existing structure. As part of this, we analyzed the public’s perception on what Dow were producing. We established a thought leadership approach to educate the public and ultimately, shape the context of the discussions around this subject matter.
We mapped out where their audience was spending time and designed content pillars and tactics that laddered up to their social ambition and communication objectives. All while taking into account the required memory structures and saliency tactics.
We also focused on their paid social media strategy, mapping out their audience (size, locations, demographics etc) and designing a bespoke, ‘always on’ and ABM style campaign strategy that supported their paid media objectives.
We audited their paid social creative and mapped out an ongoing testing road map to measure future success.
In addition to giving Dow everything needed to grow their social presence and give their content purpose, we overhauled their social media tone of voice and visual identity.
The end result
Our expert team created an overarching social media strategy, built and maintained tone of voice and visual identity documents and set a detailed Influencer strategy.
We are now working with all regions within Dow P&SP inlicing North America, LATAM and APAC, to make sure all content is planned with one common goal, and have ultimately improved the efficiency within the business.
Cubaka are now responsible for producing vast quantities of social content each month and planning and buying media forDow P&SP. We’re working with all P&SP regions to start applying the same strategic thinking to other businesses within Dow.