Scholl was keen to engage with consumers in social channels to answer queries, build awareness and unite a community around a relevant, ‘ownable’ theme.
"Yomego’s specialist expertise shone through. Social media is changing fast so we wanted to make sure we had a global strategy but with the flexibility for our local marketing teams. Yomego’s understanding of best practice, trends and technology helped to change our internal perception of social and its potential."Helen Rapp, Digital Experience Manager, Scholl (now a Reckitt Benckiser brand)
A series of workshops garnered opinion from key stakeholders and made the creation of a social strategy a collaborative and inclusive process, inviting input from local territories.
Yomego managed the entire process, highlighting relevant consumer comment on different platforms and providing case studies from relevant brands inside and outside of the personal healthcare sector. Yomego and Scholl worked together to identify monitoring requirements and agree KPIs that were aligned with wider measures of marketing effectiveness.
The strategy workshop highlighted internal training needs (see Social Media Training & Workshops) and led to the creation of a toolkit which Scholl’s marketing teams around the world could use when implementing localized campaigns.
After the session, Yomego prepared a strategy document providing a prioritised road map of activities, with internal and external responsibilities clearly defined.Back to case studies