Viking is an office supplies company based in the UK and is a subsidiary of Office Depot. Viking operates in over 11 countries worldwide.
Viking approached Search Laboratory after the European SEO efforts proved highly successful. The viral nature of the content we produced highlighted that there were opportunities to maximize their social media presence across their key European territories:
UK, Ireland, Germany, France, Austria, Netherlands, Italy
As Viking is an international brand, they needed a social media strategy which aligned across seven countries and a plan to grow an engaged audience across those countries.
Successfully achieving all these goals would tap into long-term revenue opportunities
We kicked off activity with a two-month set-up period during which we did the following:
Working with our programmatic team, we then set-up and ran aggressive paid fan ads to help efficiently promote the channels to Viking’s target audience. We kept costs down by targeting the most relevant people and using the following tactics:
We assessed Viking’s target audience, KPIs, and current editorial calendar to come up with our ongoing social media strategy. The strategy required a careful balance between communicating a consistent message across Europe with a set tone of voice, and ensuring content and messaging had a localized appeal and resonated with the audience in each country. This resulted in a pan-European social media content schedule to ensure content types and themes aligned across all markets, however each piece of content was tailored to that specific country.
Performance was measured weekly and monthly to ensure we constantly refined our content and approach. Once we’d found the most successful content plan we then created a post boosting strategy to ensure our content was put in front of our relevant target audience.
We also integrated closely with other departments SEO, COPR and Programmatic to ensure our strategies aligned and that Viking’s social media channels provided a powerful outlet for content and campaigns:
We began ongoing work in August 2015 and the campaign is still ongoing. We’ve seen some fantastic year on year results (2016 vs 2015):