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Using content marketing, the agency was able to identify different stories and adapt these for the different platforms which would lift the profiles of the individuals working at the firm as thought leaders while maintaining the association with the DuPont brand. This was done through a series of case studies, point of views, infographics, gifs and videography. The content was developed into narratives which were then shared via the website and LinkedIn organically, both via the DSS global page and the individual’s pages. It was important to ensure the content was both localised for the Middle East Region and its audiences, as well as having universal appeal to the global DSS audiences. Coupled with strategic media buying, the team was able to ensure the right audiences were made aware of the expertise the Middle East team held within the business.