The strategy combined target segmentation (with a particular focus on B2B audiences on LinkedIn), structured editorial planning and a more human and visual language: products and data were enhanced through more advanced design and a motion graphics system consistent with the brand identity. Alongside the ongoing narrative of product and innovation, a central role was given to people, live coverage of trade fairs and events, and the development of special projects with international partners, supporting awareness, engagement and qualified traffic to the website.
Communicating B2B on social media: target, design, and data
Social media communication was rethought with a “target first” approach: constant monitoring of Global and EMEA channels, with precise audience segmentation and a specific focus on the quality of the B2B audience on LinkedIn. The goal was not only to increase presence, but to reach the right decision-makers, diversifying industries, seniority and strategic geographical areas. At the same time, the technical narrative was made more relevant thanks to an evolution in visual language: more refined design, enhancement of engineering details and use of motion elements to transform data into dynamic and immediately readable content
A strategy “built on people”
Behind every industrial innovation there are skills, experience and visions that deserve space in communication. For this reason, alongside the products, the content has therefore highlighted the FPT teams and experts, creating a more authentic and human narrative. This choice is not only based on values: content that includes people performs very well on social media, generating more attention and engagement than product content. People become a bridge between technological complexity and understanding: faces, gestures and context make engineering innovations more readable, credible and accessible to the public.
Live communication of events and trade fairs
Trade fairs and events are key moments for a global industrial brand: not only business opportunities, but also spaces for storytelling and relationship building. Social communication supported FPT with continuous live coverage, designed to bring the event experience to the channels in real time.
Live coverage included multi-format content produced and published in real time: photo reports, interviews, short videos, final recaps and storytelling about the partnerships activated at the fair. In this way, the events became evergreen content, capable of generating attention beyond the physical perimeter of the event and feeding the community throughout the year.
To support the organic narrative, highly geolocalised advertising campaigns were launched, calibrated to the cities and days of the event and targeted by segment (industry, decision-making roles, professional interests). This made it possible to increase coverage and frequency among the most relevant audiences present or involved in the event, amplifying visibility and qualified traffic and maximising the impact of live communication.
Support for special projects and partnerships
In addition to ongoing monitoring of channels, the collaboration included the development of special projects in which social media communication acted as an amplifier of values and innovation.
From concept design to content production and publication, the strategy supported initiatives related to sustainability and research, as well as international partnerships with high narrative value, such as:
- One Ocean Foundation, to communicate environmental commitment through dedicated content;
- activation with Van Orton, to interpret FPT products with creative and “out of the box” language.
These projects strengthened the brand’s positioning, showcasing real applications, future vision and the ability to innovate not only in the target market, but also in communication.
