How do you light up a new brand in 13 markets at once?
Challenge
ABB, a technology leader in electrification and automation, was about to launch a global electrification service division – a major investment into a highly competitive field where it did not have a strong presence.
Our approach
With ABB operating in more than 100 markets, we needed to build our campaign on data and insights to maximise impact.
What we did next:
- Our data analysts drew up an opportunity values map that identified the 13 countries that would deliver the biggest return on investment.
- We dived deep into fact-finding, conducting workshops and interviews with multiple sales leads in each key market across six languages.
- We surveyed hundreds of ABB people across each of the markets to gain deep insights into each region.
- Using this data, we built tailored strategies for each persona in each market to maximise traction.
Our Campaign
Mahlab created a campaign called Everyday Heroes, shining a light on the unsung ABB frontline experts who get the job done.
They’re the ones interacting with customers, troubleshooting issues, uncovering efficiencies and earning a reputation for ABB as the best in the business.
The message was powerful: Service is about the people who deliver it. The product is its people. Their extraordinary passion for helping customers makes them everyday heroes.
We unearthed remarkable heroes in every single key market, commissioning video shoots at work and at play, bringing their stories to life.
We created a dedicated campaign hub, as well as a fully integrated campaign atomising the hero videos into more than 20 formats across dozens of channels across all 13 markets.
“It’s the most effective global campaign we’ve ever had.Insightful, clever and wonderfully broughttogether to help us bring our new business and brandto lifeand set ourselves apart from the competition”.
Andrew Stepien,
Senior Vice President Asia, ABB
The campaign resoundingly smashed every benchmark that ABB had set based on comparable global campaigns, and has transformed how Electrification Service is viewed internally and externally in all 13 countries and beyond.
The campaign attracted 56 million impressions (250% more than target) and almost 800,000 engagements – 70% more than our target.
The strength of our content and targeting strategy also meant our social amplification costs fell dramatically, dropping almost 80% lower than ABB’s previous results.
Most crucially, the campaign earned serious brand lift for ABB Electrification Service, jumping 58%, which was double our target.