Social Strategy & Content

for Nokia
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Where Filmmakers, Families, & Flip-phone Fanboys Meet

In was far beyond its flip-phone salad days and they wanted to reclaim their seat at the innovator’s table. So, the company diversified beyond telecom on emerging technologies further afield: virtual reality and digital health.  First, Nokia built and launched the OZO, an impressive, pro-grade VR camera. Then, in 2016, the Nokia Health division was born via the acquisition of Withings, the French health wearables maker.

Nokia OZO Social Graphic Sample
Nokia OZO Social Graphic Sample
Nokia OZO Social Graphic Sample
Nokia OZO Social Graphic Sample
No items found.
THE BRIEF

Developing new technology is one thing; increasing market visibility is another. To get there, Nokia’s strategy included an expanded footprint in Silicon Valley and a new social team. In addition to traditional PR, the agency was tasked with developing and launching a social strategy and creative framework. The project goal was to hand-off a fully functioning social engine so the internal team at Nokia could hit the ground running with minimal friction.

Nokia Withings Social Graphic Sample
Nokia Withings Social Graphic Sample
Nokia Withings Social Graphic Sample
Nokia Withings Social Graphic Sample
No items found.
THE APPROACH

Building a workable messaging and social strategy isn’t rocket science, but with Nokia, our biggest challenge was generating and monitoring a huge volume of daily content that engages all the segments. What’s the nexus between the investor set, film industry insiders, flip-phone fanboys, and families with a $120 smart thermometer? How do we distill the essence and set it to repeat?

Despite our target personas being so varied, market research showed common interests and motivators we could leverage (net net, expensive things). The calendar was built a month in advance in partnership with the media and events team, giving us plenty of cover to adjust and optimize should schedules change and or flags go up.

Based on industry best practices, we took the let’s-see-what-sticks approach, categorizing posts according to our content matrix, ensuring an even distribution across channels, and optimizing accordingly. We suspected the product and event content would outperform the evergreen, but to what degree?

Nokia OZO Social Media Sample
Nokia OZO Social Media Sample
Nokia OZO Social Media Sample
Nokia Corporate Social Media Sample
No items found.
THE RESULTS

Success! Hooray! Cake! Cocktails! Nokia stood up their internal team and we passed off extensive documentation and recommendations for the road ahead. We had some hits and some misses: Pets always win. So does action and adventure. Empty landscapes, no matter how beautiful, will never outperform people — unless you can manage to also drop some knowledge. No surprise: the more genuine and relatable the moments, the better.

A winning social strategy is about more than creating a calendar of content, it’s also about building and engaging with your community, which (alas) we had only just begun to do, but several years later I'm pleased to see our framework still in action over at Nokia.

Nokia Social Brand Guidelines Sample Page 1
Nokia Social Brand Guidelines Sample Page 15
Nokia Social Brand Guidelines Sample Page 5
Nokia Social Brand Guidelines Sample Page 9
Nokia Social Brand Guidelines Sample Page 11
Nokia Social Brand Guidelines Sample Page 16
No items found.

Where Filmmakers, Families, & Flip-phone Fanboys Meet

In was far beyond its flip-phone salad days and they wanted to reclaim their seat at the innovator’s table. So, the company diversified beyond telecom on emerging technologies further afield: virtual reality and digital health.  First, Nokia built and launched the OZO, an impressive, pro-grade VR camera. Then, in 2016, the Nokia Health division was born via the acquisition of Withings, the French health wearables maker.

Nokia OZO Social Graphic Sample
Nokia OZO Social Graphic Sample
Nokia OZO Social Graphic Sample
Nokia OZO Social Graphic Sample
No items found.
THE BRIEF

Developing new technology is one thing; increasing market visibility is another. To get there, Nokia’s strategy included an expanded footprint in Silicon Valley and a new social team. In addition to traditional PR, the agency was tasked with developing and launching a social strategy and creative framework. The project goal was to hand-off a fully functioning social engine so the internal team at Nokia could hit the ground running with minimal friction.

Nokia Withings Social Graphic Sample
Nokia Withings Social Graphic Sample
Nokia Withings Social Graphic Sample
Nokia Withings Social Graphic Sample
No items found.
THE APPROACH

Building a workable messaging and social strategy isn’t rocket science, but with Nokia, our biggest challenge was generating and monitoring a huge volume of daily content that engages all the segments. What’s the nexus between the investor set, film industry insiders, flip-phone fanboys, and families with a $120 smart thermometer? How do we distill the essence and set it to repeat?

Despite our target personas being so varied, market research showed common interests and motivators we could leverage (net net, expensive things). The calendar was built a month in advance in partnership with the media and events team, giving us plenty of cover to adjust and optimize should schedules change and or flags go up.

Based on industry best practices, we took the let’s-see-what-sticks approach, categorizing posts according to our content matrix, ensuring an even distribution across channels, and optimizing accordingly. We suspected the product and event content would outperform the evergreen, but to what degree?

Nokia OZO Social Media Sample
Nokia OZO Social Media Sample
Nokia OZO Social Media Sample
Nokia Corporate Social Media Sample
No items found.
THE RESULTS

Success! Hooray! Cake! Cocktails! Nokia stood up their internal team and we passed off extensive documentation and recommendations for the road ahead. We had some hits and some misses: Pets always win. So does action and adventure. Empty landscapes, no matter how beautiful, will never outperform people — unless you can manage to also drop some knowledge. No surprise: the more genuine and relatable the moments, the better.

A winning social strategy is about more than creating a calendar of content, it’s also about building and engaging with your community, which (alas) we had only just begun to do, but several years later I'm pleased to see our framework still in action over at Nokia.

Nokia Social Brand Guidelines Sample Page 1
Nokia Social Brand Guidelines Sample Page 15
Nokia Social Brand Guidelines Sample Page 5
Nokia Social Brand Guidelines Sample Page 9
Nokia Social Brand Guidelines Sample Page 11
Nokia Social Brand Guidelines Sample Page 16

Where Filmmakers, Families, & Flip-phone Fanboys Meet

In was far beyond its flip-phone salad days and they wanted to reclaim their seat at the innovator’s table. So, the company diversified beyond telecom on emerging technologies further afield: virtual reality and digital health.  First, Nokia built and launched the OZO, an impressive, pro-grade VR camera. Then, in 2016, the Nokia Health division was born via the acquisition of Withings, the French health wearables maker.

No items found.
PROJeCT ROLE
Creative Director
RESPONSIBILITIES
Art Direction, Creative Strategy
PROJECT TYPE
Social Media
PARTNERS
Agency: Weber Shandwick
Copy: Angela Mears
Animation: Michelle Tang