Social Media Monitoring
Target audience analysis
Online Strategy and Integrated Brand Campaign for Bauerfeind AG
“Motion is life.“ For more than 80 years Bauerfeind AG has been improving the mobility of their customers with bandages, orthoses, and surgical stockings. In 2014 the House of Content Experts improved the mobility of Bauerfeind AG’s online communication. From the perspective of the producer to the perspective of the user – from B2B to B2C.
Bauerfeind AG is one of the biggest manufacturers of medical aids with 20 subsidiaries worldwide. The main target audience of Bauerfeind AG are doctors and medical supply stores. The company and its products have changed. This is the reason why the final customer continues to move into the foreground. This means: the communication has to change from the perspective of the producer to the perspective of the user. B2B turns into B2C.
Profilwerkstatt’s project team determined the new brand identity, the target audience, their information and communication needs and adapted the brand values of Bauerfeind AG into a creative concept with a focus on social media. The goal: wide reach for the campaign’s microsite and an increased awareness of the brand on facebook.
Through a story contest with the campaign hashtag #inBewegung (#inmotion) Profilwerkstatt drew on the daily reality of the target audience. On the small everyday challenges and the good feeling of overcoming one’s weaker self together.
Accompanied by targeted ad campaigns on facebook and YouTube, blogger relations, and search engine optimized advice texts, quickly more than 60 percent of the microsite’s visitors arrived via social media. The facebook page with a page performance index of more than 70 percent also exceeded all expectations.
Eight competitors identified as a benchmark were easily surpassed on facebook. Thanks to the cooperation of the content experts in the editorial, design, and strategy departments and to the communications experts at Bauerfeind AG.