What challenge can a multinational like ABB, a leader in industrial, energy and robotic technologies and one of the world’s biggest players in the industry 4.0 revolution overcome today?
Redefine its business model and approach to the market, taking advantage of the opportunities offered by digital transformation.
For this reason, since 2016 we have been the reference agency for the Electriﬁcation Product Italia division, providing advice and support for market analysis, brand repositioning, development and launch of new products, optimisation and management of digital media and training for managers.
“Because the meeting between a healthy multinational like ABB and a healthy agency like Twig brings positive experiences that make people grow.”
We analysed the residential and industrial market, studying a new behavioural profiling of the target, with the aim of investigating the real needs of users and redefining the processes of influence and purchase. We then redefined the strategic positioning of the EP division in relation to the products and services of the brand.
We developed a digital strategy geared towards knowledge and user engagement, supported by a series of focus group activities and digital marketing campaigns to promote the brand’s relational image. This allowed all touch points to acquire a dual inbound and outbound marketing function.
We supported the strategy of repositioning and product promotion with the development of different digital contents that quickly allowed changing the brand’s tone of voice. We managed numerous video productions involving the main production sites, with the aim of telling the story of the brand’s heritage in Italy.
What are the results
In 2017, we oversaw 7 channels and 5 platforms of digital advertising, delivered more than 180 contents and reached more than 3 million active users, profiling more than 4,000 professionals and end customers, and making the EP Italia division a success for other business units worldwide.
What have we worked on
Brand repositioning and digital media
Redefinition of strategic positioning in the residential and industrial sector, with the consequent reorganisation of product lines and the development of new guidelines for engaging and communicating with the target audience and stakeholders.
The study of the industrial market regarding the main influence and purchase processes of the target allowed developing an engagement strategy on themes of Industry 4.0 aimed at promoting a cycle of events in the head offices and production sites of ABB Italia.
Campaign for the launch of the Chiara Xite product range
The design of the launch strategy and creation of contents for the advertising campaign of. the newest addition to the Chiara family, the well-known and highly appreciated range of residential switch modules by ABB.
Active listening campaign “Let’s help each other”
Behavioural profiling of civil installers through an inbound marketing campaign and a loyalty action that allowed profiling more than 3000 certified users and creating a major closing event in the historic ABB headquarters in Bergamo.
Campaign for the launch of the Mylos Etik product
The study of the launch strategy and creation of contents for the advertising campaign of the newest addition to the Mylos family, the ABB series of home automation devices that combines essential shape, safe materials and intelligent functionality.
Training of EP and RM managers
The development of the training course on digital transformation dedicated to marketing, communication, product development and HR managers working in the residential, industrial, automation, engines and robotics divisions.