Truly Electric Social Media Campaign Increases Facebook Follows By 811%

The Challenge

As a regular exhibitor at the Consumer Electronics Show (CES), Bosch had relied on its PR agency for overall event support. They recognized, however, that a different approach was needed to manage their social media efforts. For this assignment, we were engaged just three weeks before the event, and were tasked with changing perceptions about Bosch, which was not typically known for consumer goods. All while working alongside their outgoing agency.

Our Solution

With three weeks to plan, prepare and execute a major social media effort, we spent the first week huddled with the team at Bosch to develop a segmented social media plan for each audience, each day, each channel and each individual post. We also provided a digital strategist onsite in Las Vegas to facilitate communication with the SSDM team back in Michigan.

We developed a strategic, segmented social media plan to promote Bosch USA’s CES attendance and its focus on IoT technology solutions for multiple areas of our lives. SSDM posted, promoted and monitored all social media content and reported performance daily, along with the next day’s strategy and tone.

Campaign Objectives

Our strategic plan was designed to help enhance Bosch USA’s online brand before, during and after the show. The objective for the campaign included:

• Increase awareness of Bosch’s involvement in CES by creating and sharing content with the hashtag #BoschCES
• Increase engagement and followers on the Bosch USA Facebook and Twitter pages by promoting content to qualified audiences
• Increase awareness of Bosch’s involvement in the IoT industry through a strategic social media campaign

Target Audience

• Facebook group communities that focus on future technology, AI, robotics, deep learning and machine learning
• Followers of the Bosch Twitter account and other consumers on the platform

The Work Behind the Results

We engaged in near-constant communication with the Bosch team. Shifts were scheduled after hours to facilitate prompt responses to user comments and interactions as they happened. To maximize the time difference, our team posted new content first thing in the morning to catch show attendees at breakfast.

The team in Michigan pored over data several times a day so we could thoroughly monitor and promote all social media content. We reported performance daily, along with the next day’s strategy and tone.

Delivering Quality and Measurable Outcomes

The Bosch USA Instagram channel was launched for CES 2018 and SSDM has continued to provide strategic social-media direction since that time. In addition, SSDM has helped to develop and manage a media-rich content library, especially as it pertains to Bosch USA’s corporate social responsibility (CSR) initiatives and its ongoing campaign to identify talented young people to further support its position as an IoT leader. Bosch USA is committed to STEM programming and is a long-time sponsor of the prestigious First Robotics competition.