The client's legacy spans over 350 years, establishing them as a prominent global leader in healthcare, life sciences and performance materials. With a vast presence across 78 countries and a team of 56,000 employees, they offer a diverse portfolio of products and services across multiple markets. This extensive reach and versatility have contributed to their success as a respected industry leader.
The client embarked on a rebranding initiative to reshape their public image from being known solely as a chemical and pharmaceutical company to a more dynamic and technology-driven organization focused on innovative science.
To begin with, the client had no established social media presence or community. To begin with, the client had no established social media presence or community.
In view of the industry's regulatory requirements, we had to take into account various compliance considerations while crafting a social media strategy for the client.
To start building the client's social media presence, we initiated by reaching out to their closest stakeholders - the employees. We informed them of the launch of the social media channels and utilized targeted social media ads to engage with them.
Our strategy for the client's social media was centered around the employees, with content that encouraged interaction and participation in conversations. The approach was well-received and led to a steady influx of new followers, with hundreds joining every day.
We expanded our targeting to include the next important stakeholders - investors and customers. As a result, social media played multiple roles for our client.
Over the course of 2 years, we built a targeted social media community of over 150,000 individuals with relevant profiles for our client. As the community grew, engagement numbers increased, and the channel became the most active in comparison to other channels across the countries where the client operates, outperforming even the parent organization based in Germany.