Localising global marketing campaigns for the UK market
The client
ABB is a global brand providing electrification products for the utilities, industry, and transport & infrastructure sectors. ABB operates in more than 100 countries with about 147,000 employees.
The projects
We have worked closely with ABB in the UK for over 15 years (previously Thomas & Betts). We are the digital partner to many of their specialist brands, such as Kopex, Adaptaflex and Elkay. This covers platform build (web/app/ecommerce) and associated integrated digital marketing activities.
How we helped
- Research and Discovery
- Strategy and Planning
- Branding
- Integrated campaigns
- On and off-page SEO services
- PPC and other paid media
- Remarketing
- Email marketing
- Website development
- Advice and Consultancy
Campaign planning and delivery
My World of Installation
ABB engaged us to localise their global ‘My World Of Installation’ campaign specifically for the UK market. This involved the planning and delivery of campaign content on their web platform and a digital marketing strategy to promote it via digital channels.
Adapting the platform
Sitefinity is the global ABB web platform. We used it to ensure the messaging and structure mirrored the needs of the UK market following research undertaken. Everything was wireframed for client approval first. We created a suite of campaign assets bespoke for the identified UK target audience (installers, specifiers, wholesalers).
Digital marketing activities
We developed a 12 month plan to promote the campaign and amplify the ABB brand. Activities included, email marketing, content creation and publication, search (SEO and PPC), social media management and supporting print.
The Results
ABB Content marketing
Creating compelling, customer-targeted content
We helped connect ABB with established and potential customers through engaging, informative content across a diverse range of written formats and media. This included short, tight social media cutdowns; light, conversational blogs; and longer, in-depth articles and essays – all supported by graphic, photo and video assets.
ABB Social media management
Extending reach and engagement
We helped to set-up, establish, grow, manage and generate content for a wide range of ABB brands’ social channels, including Twitter, Facebook, Google+ and YouTube. We also provided Twitter Universe and Live Event Twitter Support expertise, and campaign-specific advertising campaigns across various social media channels.
Platform design and build
Website design and build
Our relationship with ABB stretches back some 15 years, working with a number of their established brands. This has provided the experience to fully understand what manufacturing clients need to achieve their objectives online.
Adaptaflex ‘Find a conduit’ web app
This web app was conceived to assists installers and specifiers find the right conduit for the job. The app is localised for several European markets and operates as a sales tool for the brand.
Account Management
We describe ourselves as a ‘customer first’ agency, and following independent research undertaken in 2018, rock solid account management is one of our key strengths.
“Kopex have worked closely with Cite on our web projects, and we have always received a first class cutting edge product and service.”