Sugar Bowl Case Study

Corporate Communications | Streamlining Thermo Fisher’s Social Strategy for Clarity and Cost Savings

Challenge

Thermo Fisher’s online presence was a classic case of user confusion. They understood the importance of a robust social presence but had diluted their messaging with dozens of disparate handles scattered across various platforms. With corporate divisions inadvertently competing against one another (under accounts with similar names and logos), the brand had become increasingly hard to follow.

In addition to moniker streamlining, they needed a cleaner content strategy. Individual handles posted division-specific content without visibility of what related profiles were posting, resulting in low engagement despite a solid follower base. 

Niche content targeted to specific audiences within paid media further complicated the situation as divisions bid against themselves for ad spots and eyeballs.

Results

Streamlined profiles featuring high-quality content quickly translated to increased reach, even with significantly fewer overall posts. In a single quarter:

  • Published posts decreased by 84.2%
  • Impressions increased by 20.9%
  • Engagements increased by 7.2%

Plus, this approach literally paid off by saving money through a unified process for paid media. By managing all paid with a single corporate account, we eliminated the internal bidding war that had been driving costs up.

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Approach

Our initial goal was to refine Thermo Fisher’s account structure. Over six months, we worked directly with social platforms on the client’s behalf to consolidate their profiles.

Next, we created a unified content calendar with specific channel goals. By identifying core pillars based on target audiences and prioritizing accessible, relevant content, we increased organic growth substantially. We also implemented a posting approval process to improve awareness and align division-level efforts.

Finally, we expanded our scope to include social listening. Through this monitoring process, we offer regular reports with feedback on important posts and mentions of the Thermo Fisher brand and related keywords.

Results

Streamlined profiles featuring high-quality content quickly translated to increased reach, even with significantly fewer overall posts. In a single quarter:

  • Published posts decreased by 84.2%
  • Impressions increased by 20.9%
  • Engagements increased by 7.2%

Plus, this approach literally paid off by saving money through a unified process for paid media. By managing all paid with a single corporate account, we eliminated the internal bidding war that had been driving costs up.

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