Case study by DigiView Agency
Office Depot wanted to upscale their digital marketing efforts and teamed up with DigiView in the beginning of 2020. With the main focus of strengthening the position on the market, generating new customers within both B2C and B2B and maintaining existing customers DigiView needed to create a scalable framework with unique and automated customer journeys per business area.
Through paid advertising, the social media strategy for Office Depot included the building of unique customer journeys for customers within Office Depot’s two business areas; Office Supplies (B2C) and Solutions (B2B). The focus was to drive the business forward by generating brand awareness, leads and purchases – both in stores and online. To achieve this, DigiView needed to implement a technical infrastructure with the main focus on building data driven audiences based on the customers behaviour on social platforms and web pages. This was combined with relevant content packaged for each business area and each step in the marketing funnel.
When creating the concept DigiView had to take into consideration the fact that Office Depot wanted to do a minor rebranding and start communicating in a new and different way. The separate focus areas needed to be communicated more creatively and with a new, modern voice. With this in mind, DigiView established the new tagline “For every office lives” that was the starting point within all advertising in social media. To build recognition and relevancy, the focus was on showcasing several types of work lives and the different moods it could include. The concept was very adaptable and could easily be adjusted when the COVID-19 pandemic spread over the world and people started to work from home.
To always keep a communication stringency and ensure the best possible outcome, regardless of business area, DigiView made sure that the brand always was the overall voice in all advertising. Moreover, the following verticals were always taken into account when producing the ads to assure that the target audience quickly recognized Office Depot and fortified the brand;
— Product always centered and in focus
— The feeling of a modern workplace
— Introduction of a handwritten marker font
— New adpative tagline
Facebook, Instagram and Pinterest were the primary channels for the business area Office Supplies (B2C). It was distributed with a data driven approach where the key was to continuously prospect people who were highly likely to engage in the communication and thereafter pull them further down the marketing funnel. The distribution plan also included several steps in the conversion phase, such as Store Visits and dynamic product ads (DPA’s), to assure that the ads always were as relevant as possible and to increase the amount of conversions. Solutions, Office Depot’s business to business area, had LinkedIn as its primary channel and Facebook and Instagram as the secondary, retargeting, channels. The key factors for success were the ability to continuously optimize, evaluate set hypotheses and work with a data driven target audience approach.
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