case

Effective social media management in Scandinavia

Founded in 1966, NETGEAR is a pioneer of advanced networking technologies for homes, businesses and service providers around the world. NETGEAR leads the industry with a broad range of award-winning networking products designed to simplify and improve people’s lives.

Goal

Laying the foundation for a successful social media presence

During the latter half of 2019, NETGEAR expressed an interest in connecting and expanding their relationship with Scandinavian audiences via Facebook and Instagram. The objective was both to drives sales and increase knowledge of their market-leading home networking products.

To help with this, digitalPR was chosen to project-lead, manage and develop NETGEAR’s paid and organic social media presence in three of the Scandinavian countries: Sweden, Norway and Denmark.

DigitalPR managed three unique Facebook pages in different languages. The tasks included creative copywriting relevant to each country, in addition to localization of NETGEAR global content, community management, and paid advertising.

Strategy

Addressing specific target groups with relevant content

Our team of B2C tech copywriters wrote original content, including piggybacking on popular local events, such as national holidays. We also localized existing material in order to reach specific user groups for certain products. For example, we built audiences and content to target families who enjoy traveling and could benefit from NETGEAR’s mobile routers, as well as professionals working from home who may need a better WiFi connection. Similarly, for the important gaming market, we created audiences around popular titles, such as Fortnite, for NETGEAR’s Nighthawk Pro Gaming sub-brand.

In order to ensure we were spending the client’s ad budget effectively, we used Facebook Business Manager to define target audiences, create effective ad content and conduct A/B split testing. Once the content had been crafted, localized, and published, we carefully monitored the spend/performance ratio and other key metrics to connect with the most relevant users for the product in mind, constantly striving for a balance between low click prices and conversions.

We also replied quickly to any customer queries in each local language, to make sure users visiting the Facebook pages felt taken care of and up-to-date on the latest NETGEAR news.

Outcome

Tripling the expected results

digitalPR’s efforts lead to a large increase in followers in all three countries, more than tripling the expected results and KPIs. We were also able to drive exponential traffic to local NETGEAR landing pages, ultimately achieving the goal of educating users about new NETGEAR technologies and products.

690750

Reach

1404436

Views

4509

Link clicks

How our services work

  • Nordic PR and thought leadership
  • Media training
  • Social media
  • Content marketing
  • Influencer marketing
  • Localization

Nordic PR and thought leadership

digitalPR is your brand’s gateway to the entire Nordic region. Through the execution of compelling and newsworthy PR and communications campaigns, we have proven success in propelling brands to the top of the news agenda. Our expert team of former, high-profile technology journalists have strong relationships with all the key B2B and consumer media, and specialize in crafting campaigns and thought-leadership stories that will grow your business.

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Media training

As soon as the camera is running or the Q&A session has begun, everything your spokesperson says is on the record. Our expert team of experienced journalists and media professionals will teach your brand’s media-facing employees to anticipate reporter behavior and confidently focus on their messaging. With our expert training and easy-to-follow checklist, digitalPR will ensure that your company is able to convey your brand’s vision, even during the most challenging interviews.

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Social media

Social media remains one of the most important channels for communicating your brand’s message and engaging with customers and fans. With proven success in organic and paid digital campaigns across everything from Facebook to LinkedIn, our marketing team can help your business grow and reach new audiences. With data-driven strategies, developed through years of experience, plus an intricate understanding of the nuances and best-practices for each social platform, we leave nothing to chance, so that you receive a measurable and impactful ROI.

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Content marketing

An effective content marketing strategy must be at the heart of any digital marketing initiative. However, in order to generate high-quality traffic and leads, your brand must produce compelling, insightful content that resonates with your target audience. digitalPR is uniquely placed to supply content campaigns that convert, thanks to our expert team of former technology journalists. We will write content that demands to be read, and drive inbound traffic and leads through effective use of lead-nurturing strategies.

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Influencer marketing

In a recent survey of 4000 marketing agencies, brands, and other industry professionals, 91% of respondents believed influencer marketing to be an effective form of marketing. Whether you need a one-off influencer activation or long-term partnerships with relevant, high-profile influencers in your business sector, digitalPR can ensure your brand is promoted by the right influencers, in the right way, and with measurable results.

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Localization

As self-confessed language nerds, we are writers, editors and expert translators at heart. We can localize even the most complicated product content, while maintaining technical accuracy and your brand’s unique tone of voice. This ensures that your key communications material can be enjoyed in all the Nordic languages.

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What's next

EPOS was formerly known as Sennheiser Communication and is a joint venture between Demant Group – a world-leading audio and hearing technology corporation – and Sennheiser. Jointly, the company has over 115 years of experience in audio innovation. EPOS was established in 2019 and now sells the former Sennheiser product lines under the name EPOS| Sennheiser. The goal of EPOS is to become known as the high-end audio provider for...

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