Hitting the Brand Reset
Social Strategy & Content for Nokia
In 2017, Nokia was far-beyond from its flip-phone salad days. The company was diversifying beyond just telecom, hedging bets on emerging technologies further afield: virtual reality and digital health. First, Nokia built and launched the OZO, an impressive, pro-grade VR camera. Then, in 2016, the Nokia Health division was born via the (reversed as of 2019) acquisition of Withings, the French health wearables maker.
Nokia’s strategic vision was to reclaim a seat at the innovator’s table. In addition to the technology itself, the strategy included an expanded physical presence in Silicon Valley, including a new communications team.
Client
Nokia
Agency
Weber Shandwick
Client
Creative Director
In 2017, Nokia was far-beyond from its flip-phone salad days. The company was diversifying beyond just telecom, hedging bets on emerging technologies further afield: virtual reality and digital health. First, Nokia built and launched the OZO, an impressive, pro-grade VR camera. Then, in 2016, the Nokia Health division was born via the (reversed as of 2019) acquisition of Withings, the French health wearables maker.
Nokia’s strategic vision was to reclaim a seat at the innovator’s table. In addition to the technology itself, the strategy included an expanded physical presence in Silicon Valley, including a new communications team.
Client
Nokia
Agency
Weber Shandwick
Client
Creative Director
In 2017, Nokia was far-beyond from its flip-phone salad days. The company was diversifying beyond just telecom, hedging bets on emerging technologies further afield: virtual reality and digital health. First, Nokia built and launched the OZO, an impressive, pro-grade VR camera. Then, in 2016, the Nokia Health division was born via the (reversed as of 2019) acquisition of Withings, the French health wearables maker.
Nokia’s strategic vision was to reclaim a seat at the innovator’s table. In addition to the technology itself, the strategy included an expanded physical presence in Silicon Valley, including a new communications team.
The Brief
Nokia’s strategic vision was to reclaim a seat at the innovator’s table. In support, Weber was tasked with developing, launching, and reporting on a reimagined social strategy and messaging/creative framework across four channels and six handles.
Our six-month project goal was to hand off a functioning “social engine” and a key learnings guide so the internal Nokia team could hit the ground running. Building a workable social strategy isn’t rocket science, but with Nokia, our biggest challenge was generating and analyzing a huge volume of daily content across all the disparate audience segments in a relatively short amount of time.
Our Approach
What’s the nexus between the investor set, film industry insiders, flip-phone fanboys, and families with a $120 smart thermometer? How do we distill the essence and set it to repeat?
2021 Update
What’s the nexus between the investor set, film industry insiders, flip-phone fanboys, and families with a $120 smart thermometer? How do we distill the essence and set it to repeat?