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A company with a well-established track record in Argentina's energy and plastics industry merged with a multinational, becoming the world's leading company in the cables and conductors sector.
Although the Argentine office was already known under its previous name, we were given the challenge of linking its track record in the country to the new company's name, while also growing its social media community. That second goal opened up the question of whether to keep speaking to a professional audience or to broaden it to the rest of the users and end consumers of its products.
To build this strategy we designed a content calendar whose initial phase introduced the brand and linked it to the previous name, focusing on its employees' expertise, its track record and its research foundations in the sector.
The pillars we worked on were, first, telling the earlier story: how this latest merger came about and what it means for a brand like this one to be operating in Argentina.
The second pillar was giving it a closer, more personal feel: working with images of its employees, giving them a voice, letting them bring us into their workspaces and invite us to get to know the products — not from a technical angle, but from what they solve in everyday life.
The difficulty of addressing two different target audiences (professionals and consumers) led us to plan more specific and more general content for each, and we achieved good performance with both.
We found the right tone to fit both, adjusting the register according to the depth of what was being communicated.
We relied on video to show the day-to-day of the work, the space and the local dimension.
This led the company's people, along with those closest to them, to engage with the posts, bringing that familiar, human view of the group.
This client's social media was out of date and reflected neither the track record nor the local character it wanted to bring to a multinational brand. Today we keep working to make its products known, but on the solid foundation of saying who they are, where they come from and what they are doing for the future of Argentine industry.
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