Electrolux: Going Global

The Challenge

To give leading global appliance brand, Electrolux Professional ‘one voice’ on social throughout Europe, the Middle East, Africa, North America, South America and Asia.

In particular the client wanted a structure that would help them to deal with customer queries more efficiently, share content for global campaigns more effectively and analyse global social media performance more accurately.

 

The Idea

We knew we had to implement Facebook global structure as a priority, ensuring customers could be automatically directed to the right national Electrolux page, based on their location. We then developed an indepth content strategy to be rolled out locally, focusing on positioning Electrolux Professional as the number one brand for professional chefs, restaurants, hoteliers and dry cleaners.

The global social media strategy ensured Electrolux reflected local cultures, whilst also giving the business one tone of voice, a shared social and brand positioning, a uniform evaluation system and central KPIs.

 

The Results

  • Local teams are now receiving queries from people in the right countries straight away, and are able to deal with them faster than ever
  • Social content is shared far more readily across international markets, significantly increasing productivity within teams
  • Social media analysis and evaluation has been transformed and, by identifying successes on social more quickly, we have provided a number of key opportunities for growth