The Impact of Social Media: This is How Ricoh Europe Captivated Audiences During a Key Trade Event
The challenge
Ricoh Europe provides graphic communications solutions for commercial printing, enterprise print rooms and other printing needs, including hardware, software and services.
Every two years, Lucerne, Switzerland becomes the global center for high-performance digital printing thanks to its Hunkeler Innovationdays trade show. By attending the show, Ricoh Europe wanted to strengthen its position as a market leader in high-speed inkjet technology. To achieve this, audiences need to be successfully informed before and during Hunkeler Innovationdays.
The solution
duomedia put together a social media campaign for Ricoh Europe focused on brand awareness and fostering engagement. The campaign was designed in line with Ricoh’s branding guidelines. Its first focus was reach. It aimed at gaining visibility with a pre-event teaser video announcing the presence of Ricoh at Hunkeler.
Next, three short videos were created on site at the Ricoh stand to describe the new products and technologies presented at the show.
The path to success: A strategic approach
Pre-event track
A Twitter and LinkedIn advertising campaign targeted specific leads before the start of the event. duomedia edited and posted the visual materials provided by Ricoh Europe to develop engaging content for the campaign. duomedia adapted all the information available and prepared a content calendar which was used to plan, edit, approve and schedule the campaign content.
Live track
duomedia created three videos at the Ricoh stand. The videos were created and edited on the spot in order to be able to go live quickly. The speed of execution was key for the relevance of the videos to the audiences at Hunkeler Innovationdays. A new video was released each day to actively reach out to and engage with visitors to the event.
To make sure social media advertising budgets were spent efficiently, audiences were targeted based on their geographic location. This ensured that the paid reach was directed only towards visitors that would be able to physically make their way to the Ricoh stand.
The distribution: Paid and organic posts
The social media campaign opened with pre-event posts containing compelling calls to action. Its objective was to direct traffic to the Ricoh Europe landing page dedicated to Hunkeler Innovationdays 2023. A pre-event video was actively promoted through Twitter and LinkedIn advertising, targeting audiences in both German and English.
As the event drew closer, duomedia crafted a series of informative blogs to emphasise Ricoh’s participation. These blogs showcased the technologies to be presented at the event, and encouraged visitors to come to the stand to learn more.
The videos shot at the stand were released and actively promoted on LinkedIn and Twitter on a daily basis. duomedia also published organic posts across all Ricoh Europe’s social media pages.
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