Arup: Building a centralised strategy to streamline the social approach


Strategy

Arup consists of regional teams across APAC, EMEA, and the US, all demanding a voice and their own digital presence, creating chaotic content streams lacking global impact. We worked to audit Arup’s current social architecture, building a strategy to centralise and streamline their approach through a single mothership channel.


Creation

After an extensive audit and workshopping phase with Arup’s teams across the world, we developed a global playbook, detailing our strategy to turn off regional cannels to create a single global presence, with an editorial board fed into by the local teams. This allowed Arup’s best work from around the world to shine on their global channel, whilst localised content could be shared through paid regional targeting.


Activation

We worked closely with Arup to action our strategy, devising and implementing best practices for each region to ensure that only the highest-quality content was pushed on Arup’s feed. We continue to work as an extension of Arup’s global team, as consultants training their employees, whilst also co-creating content to drive digital impact.



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Arup

the tree worked worked to audit Arup’s current social architecture, building a strategy to centralise and streamline their approach through a single mothership channel.

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the tree

ramiz.abusham@thisisthetree.com