Client and objective
In the spring of 2016 Oras Group wanted to redefine their digital marketing strategy and ecosystem to improve customer experiences and brand building in the Nordics and Poland.
”We wanted to ensure a customer centric approach to the digital world we operate in and to create more value for both B2B and B2C customers through digital channels. In a global organization it is very important to get everyone on board. We wanted to help our people move things forward by involving the organization in the project and providing support for the local teams ”, says Group Digital Marketing Specialist Samuli Holmala.
Insight and solution
The aim was to create a digital ecosystem to serve marketing, boost sales and build a relationship with the Oras brand and its customers. In addition, there was a need to build, manage and lead digital performance in a centralized, but market scalable way, for all target groups in Oras’ own digital channels. The four phased project started with a digital advertising audit for all five markets in order to achieve quick wins for country organizations with relevant goals and KPIs boosting SEM, display and social media. At the same time, the long-term strategy work was begun by mapping the optimal digital marketing ecosystem to serve the set goals and KPIs.
Customer insight and user personas for all target groups, their needs, wants and motives were at the heart of each stage of the project. The digital strategy, roadmap and plan of activities finally covered recommendations on how to serve and create an optimal customer experience on different online platforms for different target groups. Internally, the emphasis with the country teams was on how to manage performance in relevant digital channels as well as how to develop and optimize them in the future. Guidelines, support and recommendations for the strategy roll-out were also given to the five different markets to ensure smooth implementation.
”Frankly Partners helped us to recognize how we can create even more additional value for our customers through our digital channels, growth potential within target groups and how to address market specific requirements and needs both for customers as well as our organization internally. Working with them was consistent, clear and well organized. It was very easy for us to follow how the project was going, the work was very interactive, easy-going at the same time being very purposeful and result-driven. I especially want to thank Jenny Björklund and Roope Ruotsalainen and look forward to developing our fruitful partnership and co-operation far into the future”, concludes Holmala.
Roope Ruotsalainen, CDO, [email protected] , +358 40 7355 557