OtterBox

Building B2B fame for OtterBox in Europe

The challenge:

Put OtterBox's brand in the spotlight in Europe for B2B clients in the education and enterprise sectors.

What we delivered:

Strategy, creative, content production for a treasure chest of multi-lingual assets that OtterBox can use to build the brand in the UK, France and Germany.

The outcomes we achieved:

Content resources and execution strategy that allow OtterBox to establish and sustain brand awareness with B2B audiences in six markets, through a range of channels, in Europe and beyond. More than 345 English, French and German assets.

The brief

First ever B2B campaign for a B2C giant

Founded in 1998, OtterBox builds premium protective cases for phones and tablets. The company is dedicated to quality, durability and purposeful innovation. Over 25 years, OtterBox has expanded into a global business, also providing screen protection and power accessories for customers across Europe, the USA and Asia Pacific.

OtterBox originally targeted consumer buyers: now it also addresses the B2B marketplace. Like a lot of brands that target both B2C and B2B audiences, the B2C brand has tended to take the lion's share of marketing focus in the European market. That's where Squaredot comes in.

Seeking an expert B2B marketing partner, Grace Whooley, OtterBox's B2B marketing lead for EMEA, wanted to find a specialist B2B marketing agency to help build European brand fame. The focus was on two verticals: education and enterprise clients, in the UK, France and Germany.

"We reached out to a number of agencies - Squaredot's approach was the most creative, bringing more human and consumer-style flair to the B2B campaign." Grace says.

During the project, OtterBox amended the brief to add on some lead generation, so alongside the core fame-building content, we provided assets to enable data capture.

The work

Tested in real life

Campaign strategy and insight

We spent time getting close to OtterBox's target customers and understanding its sales approach in Europe. We also looked at what competitors offered. A key research insight was that tablets and handheld devices are expensive and it's a headache – not to mention costly – for educators and businesses to replace them due to accidents and damage. OtterBox's protective solutions are not the cheapest on the market, but they are incredibly robust and trustworthy. We recommended majoring on the value, savings and peace of mind organisations could achieve by investing in proven and tested OtterBox products.

Creative concepts

We presented three creative concepts to communicate the strategy. After discussing the rationale and impact of each, the client chose our favourite - 'Tested in real life.' This worked across all three languages and gave us a strong platform to show trustworthy OtterBox products saving the day in real-life situations that the target market could easily relate to.

Videos

With the concept agreed (and everybody really excited), the Squaredot team turned its attention to the assets OtterBox needed to attract the attention of B2B customers via a range of media. The centrepiece of the campaign was engaging video content - two sixty second videos were produced, one for the education audience and one for commercial business customers.

These were also supplemented by shorter 15s and 6s versions for more targeted use on social media and in online advertising. All videos were created in 3 different formats in line with best-practice for cross-channel use, and 3 localised versions for the UK, German and French market. Staggering 60+ video assets.

We also captured a series of still campaign photography on the same shoot, giving us a full range of on-brand images for a bold and beautiful suite of communications.

345+ pieces of content & promotion assets

For both verticals, we also produced:

landing pages,
articles,
ROI documents,
product brochures,
case studies,
display ads,
social media posts, including copy, images, gifs and carousels,
marketing emails.

All of these were created in two localised versions for the French and German markets. Altogether, 345+ separate content assets.

"The content Squaredot produced is exceptional - we were so impressed by the quality of the video and product brochures." says Grace.

OtterBox content promo assets

Project management - delivery on time and budget

With the scope of different assets delivered, it was a wide-scale project that required forensic project management. Grace says, "The planning was challenging and intense, for content production and planning all the assets. The Squaredot team was super-organised and took care to keep everything under control and meet our launch dates. They went above and beyond to make sure we hit deadlines, even when another partner agency of ours dropped out of the process at short notice."

Campaign execution

We built a campaign execution plan, including strategies and planning for advertising and media to get the content out in front of target audiences. With the content treasure chest fully stocked, OtterBox used its existing media and distribution teams to execute it.

Campaign assets

Shining a spotlight on the OtterBox B2B brand

Click and drag to view

Campaign landing page - Education

Social media promo assets - Corporate buyer - gif

Corporate buyer - display ads

ROI document

Social media assets - education

Social media promo assets - Education gif

Social media assets - LinkedIn carousels

Social media promo assets - LinkedIn carousels

Product brochure

The results

Supporting OtterBox marketing team to build B2B brand fame

"Our main aim for the campaign was brand awareness and Squaredot delivered a strategy, creative and assets exactly as we hoped, giving us a chance to attract attention across key channels that our audiences use." says Grace.

Squaredot effectively extended the reach of Grace's marketing team, augmenting her resources with expert B2B heads and hands to deliver a big push beyond day-to-day marketing capacity. Grace says, "Squaredot gave us the tools we needed to enter the B2B market and put our brand centre stage: their strategy, creative and content have given us assets that will effectively attract attention across key channels that our audiences use. To get assets created on this scale, and produced within agreed timelines and budgets, is incredible."

The campaign is being amplified across the global organisation, as Grace explains: "Our sales team is using the content to support their customer engagement. Our Asia Pacific region team has also deployed it, plus our USA creative team has taken inspiration from the concept. Squaredot's work has even more value than we expected, because all the B2B messaging is really transferable - it's great to have a strong bank of content that I can use in the long term. These assets will continue to deliver value for us throughout the business."

“Squaredot's B2B expertise is so valuable to us. We get consumed by the brand internally and think we're making sense - but it's great to have an outsider's perspective, challenging whether messages and approaches really are clear and meaningful to our customers and prospects. Squaredot got excellent input from purchasers, it really helped us to understand the pain points, which they built into a strong strategy for us.”

Grace Whooley

Brand & B2B Marketing Manager, OtterBox