Alde approached us to find out more about their own position in the industry when it came to social media marketing. They also wanted to develop a strategy that would help provide direction for all activity to support their business goals. We planned a strategy based around ‘fireplace content’ - content that would form a hub of knowledge for users to gather around.
Service:
The Challenge
As an international company operating on social media in multiple languages, Alde’s needs were complex. We needed to determine the audience for each platform and develop a bespoke strategy to build on their existing foundations, and that is where the knowledge hub came in. We created eight evergreen content pieces to support their annual activity and encourage users to return to the site after they’d had their Alde system installed.
The Purpose
We carried out a social media audit to identify key opportunities for their existing channels, and we used this audit to help develop a social media strategy that provided a clear direction for their activity. For the Alde website, our evergreen content included a focus on ‘vanlife’ to support an existing video content we’d already created for the client. We also created seasonal guides, checklists and general travel tips to round out the content hub.
A one-month calendar demonstrated how the content would be distributed across social media, with the pieces tying into key dates that complemented the seasonal guides. We used their existing video assets to bring their blogs to life and drive further engagement, and we utilised paid social media activity to drive traffic and build trust amongst the UK audience.
The Outcome
Our eight content pieces were published on Alde’s website, creating a range of content that will provide ongoing support for new and existing customers. Customers can use the seasonal guides ahead of their trips to ensure their heating system works as it should, and support staff can also direct customers to the content to help encourage sales.
We drove over 2,000 landing page views with a 28-day campaign window, reaching a total of 114,000 users in the UK, introducing them to the Alde system and the client’s expertise.
It has been an absolute pleasure to work with Katie and her colleagues from start to finish, during each part of the journey I feel that the team has taken that extra steps and time to make sure that they provide accurate content and supporting us in taking to the next level. Although this work has taken place 100% remotely it has never affected the process, as the team has always just been a call away whenever we needed it.
Ida Fröjd - Alde International Systems AB
The Results
8
Evergreen content pieces published
30
Social media posts published
114,000
Users reached
197,000
Impressions
2,277%
Increase in website sessions
114%
Increase in PDF downloads
The Team
Katie Smith
Senior Social Media and Content Manager
Selina Conroy
Social Media and Content Manager
Ben Scothern
Senior Copywriter
