How can human-first thinking supercharge a global social media strategy?

The thinking.

Our task, therefore, was to overhaul this strategy – creating a programme of social content and assets not only aligned with the brand’s global vision and the pillars of its brand (innovation, security and trust), but that was also able to inspire regional teams to adopt and adapt them, injecting fresh creativity into their social media activity as part of a more dynamic, engaging and audience-focused global strategy.

The execution.

In a world where social media activity is increasingly automated and cut-and-paste, our solution was to put the humanity back at the core of dormakaba’s social strategy. Rather than be constrained by content or copy frameworks, we led with creativity. With one of our creative teams taking the lead on asset creation and curation, we brought dormakaba’s brand, its ambitions, products and people at the heart of its social approach – stopping the scroll, cutting through the noise and spurring engagement and dialogue; essentially, not simply ‘pushing’ a message, but inspiring interaction through arresting visuals and compelling storytelling. 

The results.

Being a social media campaign, of course, KPIs were crucial – enabling us to measure the tangible value our work added. And, here, we outperformed every expectation. From an initial target of more than two territories resharing our content, increasing by 50% monthly, we averaged a month-on-month increase of at least 100%, with 12 countries buying into our approach and amplifying our work. Meanwhile, we also significantly exceeded expectations of engagement rates of between 2% for static images to 9% for videos and carousel content, not just getting dormakaba’s name and messages out into the world, but encouraging the world to respond.

Above all, this campaign was a compelling proof of concept: a signal to dormakaba – and every other business – that while strategic frameworks and content guidelines do have their place in social media activity, they should be tools for consistency and delivery. The springboard is in devising authentic, original and creative output that resonates with people first – not B2B, not B2C, but human to human. And, in doing so, creating genuine connections with audiences from the local to the global – and elevating a social media strategy into something greater.