Clarios: B2B Social Media

Extending brand awareness to end consumers

Delkor’s new branding, packaging design, and points of sale (POS) materials had already been developed internationally. Our job was to extend the awareness of the updated Delkor brand to end consumers in Australia. In particular, they wanted to focus on a B to C to B approach to create sell-through campaigns that drove traffic and generated sales leads for their distributors.

One goal was to incorporate Facebook into the overall strategy as part of our remit to work on a range of digital advertising channels. This began with an audit of Delkor’s Facebook presence.

Building an effective engagement channel

Like most B2B organisations, Delkor had a Facebook presence but needed support building it into an effective engagement channel. To get them there, we carried out the following activities:

Social media marketing strategy and initial set-up

• Reviewing their existing Facebook page (e.g. cover image, intro, etc.)
• Determining the target audience
• Identifying the key objectives – increasing engagement and getting more followers
• Specifying the Facebook advertising budget
• Setting targets for key performance metrics
• Determining the number of monthly posts and the core themes they will cover.

Implementation

• Created monthly content calendars and accompanying images for Facebook posts
• Set up a variety of targeted Facebook ads to help us reach our goals (animated videos, interactive posts, like campaigns)
• We also wrote articles for Delkor that we then promoted on Facebook. One way we’ve done this is with an animated video covering the key points in the article, which then links back to the article, driving more traffic to it.

Reporting

• Report set up
• Sending report at the end of each month that shows progress towards key objectives
• Reviewing the current strategy to determine whether it’s achieving the desired results and if there are any opportunities for improvement to optimise results.

Achieving significant growth and engagement

Our work with Delkor Australia began in 2019 and has continued with great success. Through social media marketing on their Facebook page, we have been able to achieve:

Page followers

When we commenced work with them in January 2019, Delkor’s Facebook page had 2,289 followers. By July, that figure had risen to 3,344 followers—a 146% increase.

Since then, we have continued this steady growth for the company, recently surpassing 6,000 followers.

Post impressions

When we started working on their Facebook in 2019, the Post Reach target for January to September was 25,000. As of 2024, post impressions are consistently surpassing 200,000.

Post comments

In 2019, the Post Comments target for January to September was 50. In that period, we averaged nine comments per month, totalling 81.

Since then, we’ve implemented a strategy of sharing interactive posts asking questions about cars, road travel, and batteries. These posts encourage their audience members to share their thoughts and naturally spark conversations.

This strategy has proven highly successful in increasing engagement. We now regularly see hundreds of post comments each month, and we have recently recorded 803 in a single month.

Expanding scope of work

Based on our work with Delkor Australia, The Lead Agency was engaged to produce the same results through content creation and Facebook advertising for the Delkor South East Asia Facebook page. Unlike the Delkor Australia page, we were able to help set up and grow this page from the very beginning.

As the ultimate confirmation of success, Delkor has told us that they’ve even noticed competitors in other countries copying our content.