Bosch Global Communications
From garden shears to space sensors – Bosch promises “technology for life”. With digital storytelling, and across all channels, we show exactly what “technology for life” means.
01 The goal
Bosch drives digital transformation with its innovations. The communication emphasises what really matters: artificial intelligence has to deliver real added value – for example, by making autonomous driving particularly safe. The company has long been an innovation leader in networking applications because it has made the internet of things (IoT) the logical unifying factor for its broad product portfolio. Sustainability is also emphasised. The company’s projected CO2 neutrality, in particular, gives it a pioneering role within the industry.
02 The strategy
What once was the campfire is now known as the content hub. It’s the place where we tell the best stories. The website bosch.com is that meeting place, where users find the most exciting stories from the company. The conversation with the target group takes place on social media – and determines the content and formats developed for new stories. After all, the likes, shares and comments tell us how a story and the accompanying photos, videos, GIFs or graphics are received.
“To us, dialogue is the highest form of digital engagement.”Dr Michael Schmidtke, Head of Bosch Digital Communications
03 The implementation
The content is tailor-made for each channel and its followers. On Facebook, a global Bosch community of 1.4 million people communicate with each other and with the company. Quick tech updates find their audience on Twitter. Thought leadership and employer branding are in focus at LinkedIn. The YouTube channel is the hub for moving images. All channels link to bosch.com, which offers all full-length stories. Always at the heart of digital storytelling: people who reach their goals with Bosch “technology for life”. The Bosch and C3 teams put an emphasis on producing content that can be delivered in a variety of ways, tailored to the different platforms as a smartly remixed content piece. Existing texts and assets can be used as long reads, but also as building blocks for a chatbot. In addition, all content is constantly recontextualised through campaigns, themed-week social media and aggregation sites.
04 The result
The dialogue with the target group works:
user interactions in the year 2019 alone, across all Bosch corporate channels
05 Why it matters
“Creating what matters” and “technology for life” are two claims that perfectly complement each other. Bosch improves everyday life, work and mobility with its innovations. C3 supports Bosch in stoking enthusiasm for digital transformation.
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