Bosch is considered one of the world’s leading brands with 130 years of commercial success in the motor vehicle, industrial technology and home appliance. The Western markets perceived their brand as one that stands for “uncompromising quality, technical perfection and absolute reliability”.
But things weren’t as simple in Asia.
The regional marketing team was tasked to improve weak brand recall in the APAC region and seek new opportunities in India and other emerging markets. They needed an integrated and innovative marketing solution that speaks to multiple markets.
In 2015, Hashmeta was appointed to assist the regional team in Singapore with the planning and execution of a holistic content marketing strategy – one that would speak to their increasingly discerning and well-informed target consumers and help them achieve the following objectives:
Bosch was going into unchartered waters. The brand was new to content marketing and was unsure of how it would work.
Our first priority was to develop a coherent content marketing strategy together with the team. It wasn’t enough that we come up with popular content pieces that for Singaporean consumers, they had to be equally engaging, relevant and useful for more than ten different countries.
In order to improve website traffic and SEO, it was also important that the team worked on producing content that was popular, evergreen and easily found on search engines.
After gaining a deeper understanding of the target consumers, we realised that they are constantly on the lookout for inspirations to build the perfect home. Our content should, therefore, leverage their aspirations and provide them with ideas to improve their home environment. Whether it’s a home appliance breaking down, or in the midst of fitting out a new home, we have to there to address any problems they may face and provide them with the right solutions.
We then map our content ideas onto the brand’s unique Consumer Experience Journey (CEJ), to reflect all the possible digital touch points and key considerations of our target consumers.
By focussing our content efforts on awareness and education, we helped amplify the brand personality, that of a ‘helping friend’, and generated positive impressions and goodwill for the brand.
In the final phase, content would be distributed via owed social media channels, email marketing and landing pages to drive traffic to the website, build brand awareness and eventually drive footfall to Bosch brand stores and retailers.
Launched “Living with Bosch” in January 2016. This special segment sits on Singapore’s Bosch Home website and houses over 300 content pieces, which we helped produce:
Since then, Bosch marketing teams from around the world have requested to repurpose and adapt our content including individual APAC countries, China, UAE, United Kingdom, Peru, Franc, Taiwan and most notably, Germany (HQ).
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