BHBW |
BHBW logo

BACKGROUND

BHBW, a Barloworld and BayWa company, provides leading brand customer based solutions and products to the agricultural and materials handling industries in Southern Africa. After spending a year developing and growing its social media platforms, in January 2020, our team was tasked to elevate the content and redefine its approach to social media. With so many established sub-brands in its wings, the challenge was to ensure that the BHBW name was not lost.

CHALLENGES

BHBW is the main supplier of products and services of six global agricultural and materials handling brands. Recognised as brands in the BHBW portfolio, these sub-brands are prominent, easily identifiable and established in the industry. No one knew BHBW as the sub-brands were driving conversations from its own social media channels, with no connection to BHBW, separate brand identities, individual content strategies and execution.

All sub-brands platforms experienced continuous growth and engagement, but the connection to the lead brand, BHBW was still missing.

The focus for our team had to be on creating awareness, education and distinction for BHBW as the leading brand with six established sub-brands in its portfolio. We also needed to position BHBW as an industry-leading brand, not only because of its portfolio, but because of its best people talent, service excellence, thought leadership and business successes.

INSIGHTS & INNOVATION

Data drives insights and insights inform strategy. So our first step was to conduct extensive research, using desktop and limited tools focusing on global trends,  local trends, the leading brand vs sub-brand execution across prominent brands and the BHBW competitor landscape

Research revealed that:

  • Competitor pages held high engagement rates, 0.11% and above.
  • Content was not product focused, but rather conversational, insightful and engaging.
  • All competitors as well as its sub-brands had a unique look and feel applied across their social media pages.

 

Our plan set out to deliver a social media strategy, based on a monolithic brand approach, with centralised efforts on building the BHBW name and positioning it as a subject matter expert and the home to globally leading sub-brands.

EXECUTION

By positioning BHBW as an industry leader, we also wanted to create a brand that the agricultural and materials handling industries could rely on. We redesigned the online appearance of BHBW on social media and implemented new content pillars that focused on creating an engaged community, rather than just promoting the brand’s sub-brands.

This led to an increase in brand awareness, engagement and a newfound trust and love from BHBW’s audiences. All sub-brands’ content was shared directly from BHBW branded platforms, and with the help of strategic paid media advertising, the connection between BHBW and its sub-brands was established. We even had competitors sit up and notice the revised brand and content strategy, giving BHBW kudos for their efforts.

RESULTS

Since the launch of BHBW’s revised social media platforms, we have seen tremendous community growth, as well as recognition and admiration from the global brands it supplies locally.

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CONTACT US

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Reputation Management

Crisis avoidance and speed of response form the backbone of our crisis communications offering. Our decisive, experienced senior team ensure that a brand’s reputation is always protected.

  • Consulting
  • Issues and crisis communications frameworks
  • Messaging matrix
  • Creation of response banks
  • Media training
  • Stakeholder mapping
  • Internal communications
  • Data & Analytics

Digital Media

Our digital media team creates out of the box, innovative strategies and plans, delivering on our clients’ objectives through personalised content and messaging, the right channel matrix, SEO and paid media plans that reach new audience and creating engagements that matter.

  • Digital strategy and implementation
  • Social media strategy and implementation
  • Content calendar development
  • Community management
  • Paid media strategy and execution
  • Search Engine Optimisation (SEO)
  • Search Engine Marketing (SEM)
  • Website development

Media & Influencers

With media and influencers at the heart of our agency, we have built solid relationships that ensure our clients receive credible and targeted exposure, across print, online and broadcast media.

  • Media audits
  • Media relations (list development, media lobbying and engagement)
  • Influencer contracting, relations and management
  • Measurement and reporting
  • Agenda surfing
  • Research and planning
  • Media movements

Events

Our dedicated events team conceptualise and execute events of any scale. Eventing in the age of our new norm means that our experience ranges across physical, virtual and hybrid events.

  • Event conceptualisation, planning and execution
  • Event management
  • Project management
  • Procurement of goods and services
  • Logistics management
  • RSVP management
  • Budgeting

Content & Creative

Our team of ex-journalists, content creators and proofreaders are experts in creating and positioning the right content to the right audiences. Bolting on a team of creatives, we have the ability to create omni-channel, creative strategies to further this reach.

  • Writing (media releases, thought leadership, white papers, reports, speeches)
  • Copy editing & proofreading
  • Corporate identity
  • Advertising
  • Print & digital
  • Newsletters (HTML, mobile, PDF)
  • Layout & design
  • Videography and photography
  • Animation
  • Motion graphics
  • Social media design
  • Website development

Public Relations & Communications

We develop and execute robust omni-channel communications strategies to drive credible conversations that resonate with desired target audiences across Arts & Entertainment, Consumer & Lifestyle and Corporate clients and industries.

  • Omni-channel communications strategies
  • PR plans and execution
  • Account management
  • Data & Insights
  • Research and planning
  • Conceptualisation
  • Agenda surfing
  • Media and influencer relations
  • Stakeholder relations
  • Internal communications