Zumtobel: Optimization of social media channels

We were given the exciting task of positioning the leading international lighting manufacturer ZUMTOBEL among the brand's key target group of young architects and lighting designers.

We developed a social media strategy based on insights and inspiration.

2.5

years

project duration

team members

engagement rate

The challenge

Architects draw inspiration from many sources. With realized projects around the world and curated content, we brought them closer to the sphere of light through channels like Instagram. Stories from the world of architecture, design, light and art on the ZUMTOBEL brand blog "Lightlive" flanked these efforts.

The Project Process

We took these 4 steps to success

Digital Marketing

Audience and customer journey analysis in the strategy phase. Transferred results to social media audience and targeting capabilities. Subsequent development and playout of campaign and ad sets based on the underlying marketing funnel.

Retargeting

Implementation of the Google Tag Manager on the ZUMTOBEL website to track all user activities. Creation of different retargeting lists according to audience and customer journey analysis using the Tag Manager. Promotion of the content in order to extend the customer contact as well as cross- and up-selling activities.

Consulting

Efficient marketing within the social media channels as well as joint optimization of image and text language. In addition: Definition of the right hints, such as the use of the right hashtags, as well as the addressing of users and the use of formats.

Collaboration & Reporting

In addition to marketing, we also took on content and consulting tasks for the individual posts for ZUMTOBEL's social presence. Efficient coordination via an editorial plan and continuous exchange via Slack. Joint monthly reporting with key campaign data and budget planning. Creation of an individual business intelligence report for a visually simplified presentation of the reporting.