B2B and B2C Awareness of EV Charging
The Challenge
Wallbox, an innovative market leader in electric vehicle (EV) charging solutions, needed a creative partner to elevate its organic social media activity. They were frustrated with the quality of creativity, production and account management of their existing network agency, who was failing to translate a new brand value layer into its work.
Wallbox needed to build awareness of their brand and their products, for business and residential EV charging. They needed to educate and advocate, at a brand, category and product level, from the benefits of EV charging to the benefits of a Wallbox install. Competitors include Chargepoint, Instavolt, Enel X, EVBox and Ionity.
Wallbox asked us how we could improve the situation across organic content on LinkedIn, Facebook and Instagram. We audited their existing value proposition, strategy and output to rebuild it into an awareness strategy, for an eight-month programme.
We needed to consider three different audiences in Wallbox's communication mix: B2B, EV installers, and B2C. These three audiences have very different needs when it comes to EV charging solutions, from large business customers to individual residential consumers, and EV installers, who can be SMEs or sole traders.
The Solution
A three-pillar strategy that aimed to shift Wallbox away from a strictly functional, product-focused position to a more user-centric, benefit-led approach. The approach included high-level awareness content alongside more detailed and targeted consideration content.
The pillars were:
Impact (for B2B & installers) - included 'Wall of Fame' and 'Box Stars' content including UGC customer and installer content and 'day-in-life' expert content from Wallbox.
Creativity (for B2B and B2C) - included 'Sweet memes', 'Silver Screen' and 'Product Centric' strands that include lifestyle memes and videos.
Inform (for B2C) - included 'Product Centric', 'Fact or Fiction' and 'Need to know basis' content, including dispel myths, installation, regulation, accessibility and usage content.
We put the resources in place to be a responsive, creative, and strategic partner that could ideate and create on a weekly basis. A dedicated social-strategy and creative production team deliver a rolling programme of high-quality, insight-led creative content.
It aims to inform customers about the products, create buzz around the brand, and dramatise the impact of EVs in everyday life. The team monitors social and EV trends and plans content accordingly, aligning the work with the overarching strategy.
This is combined with an approach to production based on a two-day shoot to produce the raw material that supports six months of rolling content. This footage is blended and augmented with 2-D and 3-D animation and design to create executions for different audiences.
The Results
Over eight months, LinkedIn followers grew 30%, from 89K to 115K; Instagram by 66%, from 9K to 15K; and Facebook by 33%, from 9K to 12 K. One highlight of the campaign was a viral stunt that saw over one million shares on Instagram, created with partner UNIT9. This level of engagement is unprecedented in EV social media
"Thanks so much for your flexibility and commitment. The assets look great, can't wait to see them live on our social channels! It's been a pleasure meeting you and working with you, let us know if you happen to be in Barcelona again so we can get a drink together. We'll definitely do the same if we find ourselves in London:)"
Head of Marketing
Wallbox
"I didn't want to miss the opportunity to thank you so much for all the work, amazing attitude, patience and dedication the Nucco team showed throughout the entire process! It's been an absolute delight working with you, and I hope our paths cross again soon!"
Social Media Manager
Wallbox
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