The brand Uzin is further expanding its digital presence with its new Instagram channel, focusing on the strong international nature of its products and customers. Under "uzinworldwide", the manufacturer of products for the processing of screed, flooring and parquet offers insights into the world of products and brands through application and product images from all over the world. Thus it strengthens the international connection and the relationship with a younger target group.
Nowadays it is hard to imagine not being present on various social media platforms, and not to communicate and exchange information with your target group via these platforms. Many B2B brands dare to take the step into social networks, but this does not happen just of its own accord. The concept and content must be clearly thought through.
Focus on quality
Uzin has a clear idea and vision of its new Instagram channel. For years, the brand has maintained its connection to its target groups through several digital channels, and each channel has a specific objective. Most recently, Uzin's own website, "Our Digital Helpers", offers advice and information exchange, including its own Whatsapp video chat and floor navigator with structure recommendations. The manufacturer of construction chemicals has also been active on Facebook for several years, albeit with the approach "act locally", as the national companies of the parent company are responsible for and manage their own their own Uzin Facebook pages. Therefore, each Uzin channel can respond to local customer needs with appropriate content and information.
The new and international Instagram account appeals to the younger group of customers who inform, inspire and act on the image-focused platform. "Pictures say more than a thousand words: This is why we focus our network presence on high-quality product and application images from all over the world, and by this create a visual brand experience for our customers," emphasizes Hanspeter Bressa, Head of Uzin Marketing. Uzin stands for the highest quality not only in its products, but also in the digital world.
„Internationality“ – A lived value
"uzinworldwide" is an international initiative of the brand. On the one global channel - unlike Facebook, there are no country-specific channels on Uzin on Instagram - the diversity of product applications and the strength of the brand in international markets is highlighted. The demand for quality in product development and application knows no country boundaries, and so the focus is on Uzin's international product world, which is constantly in use. With "#usinguzin" Uzin starts its campaign for the Instagram launch. Followers can tag their contributions on Instagram with the hashtag mentioned, Uzin then publishes the content on his channel. ""uzinwordwide. This enables us to maintain a strong international connection with our customers and brand fans," says Bressa. "We look forward to the contributions and insights of the Uzin brand from all over the world."
Finally "internationality" is not only an element that is anchored in the corporate values of the parent company Uzin Utz Group, the international mindset is actually lived. This is proven by the decision to use one common channel. Although it is maintained centrally, there is still a close exchange between international locations on content and activities with and for the target group. This creates a sustainable, successful relationship.