TASC is the largest hiring solution provider, which is known for their innovative and effective solutions to businesses in India and the MENA region. The recruitment giant was assigned the project of hiring representatives for various stalls at the Indian pavilion at Dubai Expo 2020. The Expo expected its participants to employ representatives with a certain decorum. This made the scrutiny and recruitment process harder. While TASC did their part, our task was to build a social media content strategy that propagated their services and operational capabilities.
B2B communication could be passive and functional. Our challenge was to create buzz around TASC’s processes and operations through a unique content approach. We bifurcated our social media content strategy into two main buckets. One bucket promoted their expertise, and the other built brand credibility. This approach would help us build a unique narrative for TASC’s social media creatives. To break through the clutter we chose to publish short-format social media creatives, which were easy to consume and shareable.
We wanted our social media content creation to stand out from the passive B2B tonality followed by many brands and companies online. Hence, we devised a content marketing strategy backed with a great story that humanizes TASC’s services, processes, and capabilities. This is part of our “people first” content strategy that helps organizations make a connection with their consumers, competitors and the market.
We created byte-sized, snackable videos where the TASC team led the narrative. The involvement of the team and clientele ensured genuinity of the content. Behind-the-scene footage showcased the capabilities and spirit of the team. We rehashed conventional content buckets by curating interesting Q&A videos, testimonial series, and captured interesting interactions that broke the clutter and monotony of B2B communication.
Our social media creatives were short stories that were fun and easy to consume. The content helped build brand trust with positive client testimonials and genuine reviews of TASC’s capabilities.
Results
We took a new approach to social media content creation by ditching conventional B2B communication routes. The “people first” approach sets TASC's social media content apart. Our post of the closing ceremony alone garnered crazy eyeballs!
All in all, we achieved:
120K+
Reach
164K+
Impressions
14K+
Engagement
22K+
Views
& TASC emerged as a hero while handling the Dubai Expo 2020.
