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Goldenes Fitting – Oder wie Geberit auf Social Media ein Jubiläum feiert

  • 2020
  • OriginalPaper
  • Chapter
Published in:
Authors
Olaf Grewe
Lamya Kabbesch
Published in
Digitales Marketing – Erfolgsmodelle aus der Praxis
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

2018 war für das Rohrleitungssystem Geberit Mapress ein Jubiläumsjahr. Im April 2018 produzierte Geberit das milliardste Fitting. Diesen Anlass nutzte das Unternehmen, um mit einer Social-Media-Kampagne auf das breite Produktportfolio aufmerksam zu machen. Die Kampagne wurde in neun Ländern durchgeführt und vom Kommunikations- und Marketingteam am Stammsitz in Rapperswil-Jona (Schweiz) orchestriert. Dabei unterschied sich die Kommunikationsstrategie von Markt zu Markt, da die Zielsetzung ebenso unterschiedlich war. In einigen Ländern generierte Geberit Newsletter-Abonnenten, in anderen ging es ausschließlich um Reichweite und in wieder anderen um die Generierung von Leads. Dafür setzten die Teams stets einen Mix aus persönlicher Zielgruppenansprache sowie Medienarbeit in Paid, Owned und Earned.

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previous chapter Die Bedeutung von Social Media für das digitale Marketing am Beispiel Facebook
next chapter Chancen in der Gesundheitskommunikation durch Influencer-Strategien
Title
Goldenes Fitting – Oder wie Geberit auf Social Media ein Jubiläum feiert
Authors
Olaf Grewe
Lamya Kabbesch
Copyright Year
2020
Book
Digitales Marketing – Erfolgsmodelle aus der Praxis

Print ISBN: 978-3-658-26194-8

Electronic ISBN: 978-3-658-26195-5

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-658-26195-5_12