A social community led by the 'helping friend,' a voice independently developed across channels.
Partnership with a brand as recognisable as Bosch is a great responsibility. In our initial meeting, the company conveyed to us that the challenge ahead was not an easy one: to rejuvenate its Spanish audience using Social Media.
Research told us that young adults weren’t aware of the full potential of Bosch appliances, so we developed the voice of the ‘helping friend’, an expert who enjoys showcasing all the quirks and functionalities of the appliances in simple language with a touch of humour.
Working on this project involved crafting a distinct strategy for each social channel, with Instagram as the flagship and X and TikTok as additional support points. A key aspect for the project’s success was rigorous Content Governance that allowed us to maximise resources, as daily posting was essential. We managed Bosch’s social media channels for three years from end to end; from topic selection and creation of assets to content posting and community management.
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