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

ABB Desktop

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).

ABB wireframe design

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.

ABB twitter feed

The Results

Increase in visitor traffic
Increase in page views
Email open rate

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 resources

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.ABB brands

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.”

Paul Gretton, Group Product Manager

Kopex International