“We are delighted with how empower worked with us on B&O PLAY’s social media strategy and each of the communities they managed. Their considered approach on both strategy and community management enabled us to grow our communities and improve our brand presence on social media, while strengthening our brand identity. We would definitely recommend working with empower.”– Nathan Budzinski, Global Editorial ManagerAbout Bang & OlufsenB&O PLAY is a new brand from Danish audio company Bang & Olufsen that aims to attract a new generation of music lovers with their range of high-end portable music products. B&O PLAY needed to increase their social media activity to match their customers’ expectations and the brand as a leading sound and audiovisual brand in the world.The ChallengeBang & Olufsen approached empower to manage their social media channels during a time of growth for the business and particularly for their marketing team. They wanted empower to produce a cohesive strategy for managing social media for the brand, including a content marketing schedule based on specific product lines. They also needed to begin reporting on the performance of these channels each month, so that they could measure and report on social media activity in a comprehensive way.Empower brief was to refresh B&O PLAY’s strategic approach to promoting products, using existing and new content, and to provide insight to improve the performance of their overall content marketing strategy. The team also needed to report on each of the social media channels’ performance, including extra insights into content performance, channel performance and recommendations for evolving the social channels further.The ApproachThe empower team explored B&O PLAY’s current social media channels and as well as studying the performance, tone and style of their current digital content across the brand including the website and product marketing.We also discussed the brand and its approach to marketing, products and lifestyle and how this should affect the way we posted to social media channels on behalf of B&O PLAY. We tried several different social media strategies on their main channels to provide additional context to our final strategic suggestions.The brand needed consistent posting to each of their social media presences every day and for the content to be formatted appropriately for each of the different channels, including a photo, video and copy that would fit with the community it was reaching. For Instagram, for example, this meant regramming content from the Instagram community rather than simply posting straight product shots, to showcase how fans of the product like to use them in their own homes.Beoplay A9 “Smoked Oak” Special Edition. Deep design, deep sound. #beoplay #music #style #sound #designA photo posted by B&O PLAY (@beoplay) on Oct 12, 2016 at 12:03am PDTThe ResultsAs a result of the project, empower has provided the team at B&O PLAY with a stronger presence on Twitter, Instagram and Facebook. In 2016, B&O PLAY’s Facebook fans grew by 178%, their Twitter audience grew by 100%, and the Instagram community grew 50%.Empower activity on behalf of B&O PLAY gave them more confidence to publish content on a more frequent basis and showcase the brand’s products across their core channels, as well as explore new social channels.Empower created a monthly reporting dashboard so the B&O PLAY team could track performance across all social media channels, providing them with reliable data and content to report into the wider marketing team. This dashboard showed that empower’s consultancy had dramatically improved B&O PLAY’s Twitter content performance, Instagram content and Facebook Page performance.Hire empower for your next campaignEmpower run Digital Marketing, Communications and Social Media campaigns for some of the biggest and best social good organisations around the world. As independent consultants, we offer your impartial advice at reasonable rates, with the flexibility to work to your campaign schedules.
