Global impact with Orange Cyberdefense
10 countries, 53 social channels, 1 consistent brand experience.
Challenge
How do you organize your social media when rebranding - while requiring a consistent brand experience with the potential for local impact? In the case of Orange Cyberdefense, this entails managing 10 countries and 53 social media channels. The goal is clear: to achieve one cohesive brand experience. To say it's challenging would be an understatement.
Introducing "Cybersec-unity": a centrally coordinated structure has been chosen, with the Global team setting the guidelines, but allowing freedom for the individual countries. Local marketers are most familiar with their own cultural differences. Read the full implementation details below.
Result
Complete migration successfully executed
Brand loaded design system
Locally customizable, yet a single corporate entity.
1 Brand. 10 Countries. 53 Channels. Worldwide.
In 2019, Telecom provider Orange acquired SecureData and SecureLink, and they continued their operations under the name Orange Cyberdefense. This rebranding effort required implementation at every level, from offices to stationery, and from the website to social media. We had 53 channels managed by marketers across Belgium, China, Denmark, Germany, Norway, the Netherlands, Sweden, the UK, South Africa, and France.
From strategy to implementation
A centrally coordinated structure was chosen, where Global sets the guidelines while allowing freedom for individual countries. Local marketers are best equipped to understand and address cultural differences.
The major migration
LinkedIn is the key channel for Orange Cyberdefense. By having a single global page, you benefit from economies of scale, have all the data in one place, and can allocate your advertising budget effectively. Of course, you can target specific audiences per country, allowing marketers to post in their own language. On LinkedIn, the new Global page received a layout adhering to Orange's new guidelines.
Global pages
The other social media platforms do not offer a global page option. Instead, a uniform account name per country was adopted, with strict content guidelines. "To carry out this major migration, cooperation from the platforms was necessary. We really needed Redkiwi for that; they have the contacts to get everything sorted," said Lisanne. Strategy is the first step, but the execution also needs to be well-implemented. After the migration, the marketers from the Benelux region conducted a train-the-trainer workshop on the use of the developed templates and organic targeting. This knowledge is then passed on to colleagues in seven other countries.
A brand-loaded design system for consistency and efficiency
Implementing a brand-loaded design system has been instrumental in ensuring consistency and efficiency across various design elements. By creating a centralized system that incorporates brand guidelines, visual assets, and design components, we have achieved a cohesive and unified brand identity. This system enables efficient design processes, streamlines workflows, and maintains a consistent brand experience across different channels and touchpoints.
Distinctive positioning
To give the new identity substance, we collaborated to publish a corporate video and the research report Security Navigator.
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