Pumping Personality into Wilo’s Social Channels

To enhance Wilo UK’s social media presence by boosting engagement and implementing a clear strategy for its diverse audiences.

We could see that, as a leading pump manufacturer, Wilo UK had potential to greatly improve its social media strategy. We identified that the channels would benefit from segmentation, tone variation, and targeting, and a move away from a heavy reliance on boosted posts and product-led content. So, to address this, we created a social media playbook – a blueprint for how the brand should look, behave, and engage across platforms.

With these foundations in place, we pivoted to a more video and creative-led approach for Wilo UK’s content. Over a 24-month period this involved:

1. Bringing the brand’s people to the fore, conducting regular shoots at Wilo UK locations
2. Engaging with industry influencers for key product launches and milestones, including @mjtiff_plumbingandheating and @copper_skills
3. Filming live from industry events such as InstallerSHOW
4. Tapping into social media trends such a ‘pass the mic’ and ‘if our products were people’
5. Developing creative activations  and formats such as ‘day in the life’ and ‘guess the pump challenge’ to showcase expertise
6. Capitalising on relevant awareness days such as World Water Day, Earth Day and Big Energy Saving Week