The main role of a B2B company is to respond to its customers' needs. stakeholders.

 

But there are situations where it's best for customers to represent themselves, and to do this we need to empower them with useful tools so that they can express themselves and interact.

 

Os engenheiros são os clientes dos distribuidores de componentes eletrónicos e são, com frequência, deturpados como alheados e desajeitados, quando, na realidade, são catalisadores da inovação. Os engenheiros vêm de todo o mundo, de várias origens e com diversas áreas de interesse. São um grupo apaixonado e diversificado, essencial para o bem comum.

A campanha da Newark – um dos maiores distribuidores de componentes eletrónicos do mundo – revelou a essência deste grupo, posicionando-se como um dos maiores defensores destes profissionais, aumentando sua reputação no setor, influenciando de forma positiva a perceção sobre a profissão e convencendo mais pessoas a ter atenção aos vários aspetos da engenharia.

Walker Sands, the agency responsible for this campaignbegan by investigating the online community of 400,000 engineers to understand their concerns and stereotypes. There were three main results: they wanted more content, insights and information about their work; they felt distant from their peers; they were open to the idea of a platform that represented their community and of which they could be an active part.

The result was the #ImAnEngineer concept, to develop a platform dedicated to engineering in the form of a hub of content. On this platform, community members would find relevant and original news, personal stories, analysis, interviews and various other multimedia content. "ImAnEngineer.com" would be a celebration of engineers and their work, where they could share experiences and opinions, and connect.

Em seis meses de meses de atividade o site disponibilizou 155 conteúdos, que geraram 13.500 visitantes por mês. Nas redes sociais a hashtag #ImAnEngineer had a large number of mentions and the content accumulated a large number of likes and shares. There were also 330 people who subscribed to newsletter and the specialized media reported the campaign favorably.

The website no longer exists, but the content and ideas have migrated to Newark's community website, which is still a source of relevant content and a hub for engineers to discuss ideas and share experiences.

A campanha #ImAnEngineer revela que as boas relações-públicas nem sempre são sobre nós, mas sobre ajudar os clientes e stakeholders a find your voice.