Siemens Influencing Digitalisation
Golin was brought on board to position Siemens as the forefront of digitalisation through an influencer programme with hand-picked members who cared about, and had the ability to influence, the future development of societies.
To reflect the complex nature of Siemens’ purchase cycle and ensure the effectiveness of the programme, influencers were mapped against three target audiences: key decision makers, decision preparers and future decision makers. The result has been a highly-tailored content and outreach programme tapping into influencer specialisms and audience advocacy. Content is planned around a weekly micro campaign calendar relating to particular trends & product priorities. A hero asset (primarily infographics or blog posts) is created and seeded to relevant parties, who are encouraged to share their opinions and discover more from specific product/project pages on the Siemens website.
In twelve months Siemens has gone from having absolutely no share of voice in digitalisation to leapfrogging three of its biggest competitors, GE, HP and Samsung with a 500% rise in unprompted brand mentions among digitalisation influencers. Siemens is now included on the curriculum of Oxford University and invited to speak to university students studying smart technologies. Winner of the EMEA Sabre 2016 – best multi-country campaign.