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’s identity. Alongside the continuous storytelling of products and innovation, a central role was given to people, live coverage of trade shows and events, and the development of special projects with international partners, supporting objectives of awareness, engagement, and qualified traffic to the website.

COMMUNICATING B2B ON SOCIAL MEDIA: TARGETS, DESIGN AND DATA

Social media communication was redesigned with a “target-first” approach: constant management of Global and EMEA channels, with precise audience segmentation and a specific focus on the quality of B2B audiences on LinkedIn. The objective was not only to increase presence, but to reach the right decision-makers by diversifying industries, seniority levels, and strategic geographic areas.

At the same time, the technical narrative was made more contemporary through an evolution of the visual language: more refined design, a stronger emphasis on engineering details, and the 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 products, the content highlighted FPT teams and experts, creating a more authentic and human narrative.

This choice is not only value-driven: content that includes people tends to perform better on social media, generating greater attention and engagement than purely product-focused content. People become a bridge between technological complexity and understanding: faces, gestures, and context make engineering innovations more readable, credible, and relatable to the audience.

LIVE COMMUNICATION OF EVENTS AND TRADE SHOWS

Trade shows and events are key moments for a global industrial brand: not only business opportunities, but also spaces for storytelling and relationships. Social media communication supported FPT with continuous live coverage designed to bring the event experience into digital channels in real time.

Live operations included multi-format content produced and published on the spot: photo reports, interviews, short videos, final recaps, and storytelling around partnerships activated during the events. In this way, events became living content, capable of generating attention beyond the physical boundaries of the exhibition and nurturing the community throughout the year.

To support the organic storytelling, highly geo-localized advertising campaigns were activated, calibrated to the cities and days of the events and targeted by segment (industry, decision-making roles, professional interests). This allowed coverage and frequency to increase precisely among the most relevant audiences attending or involved in the event, amplifying visibility and qualified traffic while maximizing the impact of live communication.

SUPPORT FOR SPECIAL PROJECTS AND PARTNERSHIPS

Alongside the ongoing management of the channels, the collaboration also included the development of special projectsin which social media communication acted as an amplifier of values and innovation.

From concept development to content production and publishing, the strategy supported initiatives related to sustainability and research, as well as high-value international partnerships, such as:

• One Ocean Foundation, to communicate environmental commitment through dedicated content

• Van Orton collaboration, interpreting FPT products through a creative and “out-of-the-box” visual language

These projects strengthened the brand’s positioning by showcasing real applications, future vision, and the ability to innovate not only within its reference market but also in communication.

Agency: Blank_Spaces
CMO: Simone Stucchi

Brand strategy / Social media management / Visual identity / Design System / Campaigns