Since it was founded fifty years ago, Bauhaus — from German bau (building), and haus (house), which we could translate as “The house of building — has followed a DIY (Do It Yourself) and DYM (Do It For Me) philosophy. The brand focuses on home, garden and workshop (both hardware and DIY) products, with the aim of providing users with everything they need to plan and develop home projects, all under the same roof.
Bauhaus came to us to strengthen its presence in the digital ecosystem and set us a double objective: on the one hand, to reinforce the link between the brand and the user experience, developing valuable content for its customers — both B2C and B2B — with the aim of generating brand awareness; on the other hand, to increase traffic to its retail and digital stores, in order to obtain new customers and turn current ones into brand ambassadors
To achieve these objectives, we designed a smart social strategy and brought Bauhaus’ values — teamwork, professionalism, knowledge and proximity — into social media.
“A 360º social media project which managed to increase the feeling of belonging, strengthen brand awareness and advocacy, and improve the positive impact of the brand.”
Building a new brand idea
When it comes to maximising engagement and reinforcing brand positioning, social storytelling is key, as it provides continuity (ease of maintaining the story over time), depth (development of the story) and interaction (creation of unique relationships with the audience).
Therefore, before getting down to business and designing Bauhaus’ editorial plan, we had to establish the brand territories and define the way in which the brand would be presenting itself to the world, as well as its strategic positioning, which was based on brand attributes. For this purpose, we relied on three pillars: inspiration, understood as the set of ideas and creativity driving personal projects; knowledge, referring to the company’s expertise in building spaces; and people, which acknowledged Bauhaus’ staff and other members who made the projects possible.
Another essential step at this stage was to get to know our target audience. By using Facebook Insights, we drew the average profile of Bauhaus’ followers — mostly women with children (or seeking to build a family), who loved their homes and were between 35 and 44 years old — and targeted them with Bauhaus’ new brand concept: doing whatever it takes to make people feel proud of their homes.
Targeting the social galaxy
Where and how should we launch our message? We decided to focus most of our communications efforts on Facebook and Instagram, and use Twitter, Pinterest and YouTube as secondary platforms. Facebook would help us reinforce brand image by segmenting contents and audiences, while Instagram would be more about generating visual content that would encourage users to make a purchase. LinkedIn would be used to connect with professionals, while on YouTube we would target a varied audience. Finally, Pinterest would reinforce Bauhaus’ brand image and improve search engine positioning.
In terms of tone of voice, we agreed that Bauhaus communications should be gentle, close and natural, with the idea of creating solid and real relationships with the brand’s digital communities.
At this point, we were ready to start designing our social media plan. We created four editorial categories in which to fit each kind of content: product (aimed at inspiring users by portraying work well done), call-to-action (which showed motivating projects), awareness (which focused on Bauhaus values) and advocacy (focusing on UGC).
Finally, we complemented our smart social strategy by supporting the brand’s commercial campaigns, which followed an Online-to-Offline approach aimed at bringing digital customers to physical stores by focusing on price and product. Moreover, we provided 24/7 customer support on social media, answering doubts, queries and other interactions with a close, personal and professional tone.
In short, this was a 360º social media project which managed to increase the feeling of belonging, strengthen Bauhaus’ brand awareness and brand advocacy, communicate its values and corporate culture in the digital environment and improve the positive impact of the brand.