The Strategy:

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.

The Results:

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:

• Fresh Reads (articles)
• Fun Facts, Fast (infographics)
• Cookbook (videos & recipes)
• Watch and Learn (‘how to’ product videos, cooking videos)
• E-zines (thematic compilations)

Since then, Content Marketing has helped Bosch Singapore become a Revenue Center. Bosch marketing teams from around the world have requested to repurpose and adapt our content including individual APAC countries, China, UAE, United Kingdom, Peru, France, Taiwan and most notably, Germany (HQ).