Case Study

Social Media MGT

Empowering Online Engagement with Comprehensive Social Media Management

Industry

SOLAR ENERGY
Completion Date
August 2020 – JULY 2024

Services Provided

COMPREHENSIVE SOCIAL MEDIA STRATEGY, CONTENT CREATION, PAID SOCIAL MEDIA ADVERTISING, COMMUNITY MANAGEMENT, PERFORMANCE ANALYTICS, MARKET SEGMENTATION & LOCALIZATION STRATEGY

Overview

The renewable energy market in the MENA region is set for growth, but faces challenges like limited market education and economic disparities. Jinko Solar aimed to strengthen its online presence to raise awareness of solar energy and position itself as the top choice for businesses and governments.

Our team was tasked with elevating Jinko’s brand in the MENA region by growing its community, increasing engagement, and driving business results. We took a holistic approach, combining organic and paid strategies, localized content, and community management. We positioned Jinko as the first Arabic information provider on solar technology, focusing on education over product promotion to build trust with industry experts and consumers.

Challenge

  • Brand Awareness and Market Education: There was a substantial need to educate the market on the viability and benefits of solar energy and to understand solar technology, not just the products.
  • Diverse Audience Segmentation: The audience comprised businesses, governments, NGOs, and individual consumers, each with varying levels of understanding and interest in solar technology.
  • Localized Messaging: The MENA region is linguistically and culturally diverse, requiring tailored communication strategies for each country..
  • Content Saturation: To stand out in an increasingly competitive renewable energy sector, Jinko needed an engaging and differentiated content strategy.
  • Cultural Sensitivity: Content had to align with the cultural and linguistic nuances of the MENA region.

Our Approach

  • PLAN: Strategy Development

We conducted a thorough market analysis to understand the social media behavior of Jinko’s target demographics, key regions, and competitors. Using this research, we built a robust social media strategy focused on four main pillars:

  • Brand Guidelines: Our first step was to develop a brand guideline for Jinko Arabic, creating a consistent tone and visual identity that reflected the company’s mission while being accessible to the MENA audience. This brand guideline ensured that all content aligned with Jinko’s values and messaging, tailored specifically for Arabic speakers.
  • Education and Awareness: We positioned Jinko as an industry thought leader by sharing valuable insights about solar energy technology and its economic and environmental benefits. Content ranged from beginner-friendly explainer posts to in-depth technical guides aimed at industry professionals.
  • Community Building: We fostered a sense of community and dialogue around Jinko’s brand, encouraging engagement through interactive content such as polls, live Q&A sessions, and user-generated content initiatives.
  • Targeted Advertising: Paid campaigns were optimized for reach and conversion, leveraging Facebook’s advanced targeting features to focus on specific regions, industries, and decision-makers.
  • TEST: Content Creation and Execution

Our team created diverse content tailored to the page’s various audience segments. This included:

  • Informative Educational Posts: Aimed at raising awareness about the importance of solar energy, we used visually engaging infographics, step-by-step guides, and case studies of successful solar energy projects in the MENA region. Our posts explained solar technology in a simplified, accessible manner. These were the first of their kind in Arabic, establishing Jinko as a trusted source of information about solar energy.
  • Localized Video Content: We produced posts in multiple languages and dialects explaining the benefits of Jinko’s products, coupled with customer success stories and government partnerships in different regions.
  • Product Highlights and Innovations: Regular posts featuring the latest solar panel technologies, explaining how Jinko’s innovations address specific energy needs in the MENA region.
  • Success Stories and Customer Testimonials: Showcasing local projects and interviews with satisfied clients to build credibility and trust among potential customers and partners.
  • Fact-Based Content: Data-driven posts that focused on industry trends, real-world case studies, and the environmental impact of solar power. This factual approach helped build credibility with both industry professionals and the public.
  • Targeted Ads: We tested various localized ad campaigns focusing on specific markets, including highly tailored messaging for different countries based on their solar energy needs and governmental policies.

We used various tools such as Facebook Insights, Hootsuite, and Google Analytics to test different types of content

  • OPTIMIZE: Paid Advertising and Market Segmentation

Based on the performance data, we refined our approach:

  • Content Adjustments: Educational posts consistently outperformed product-focused content, leading us to prioritize posts that explained solar technology in detail. For example, we expanded on topics such as the environmental benefits of solar energy, cost savings, and efficiency improvements.
  • Audience Segmentation: Using audience insights, we segmented our posts and ads to better target different groups—such as government bodies, industry experts, and homeowners—ensuring that each group received content relevant to their interests and needs.
  • Ad Campaign Optimization: We focused on retargeting individuals who had interacted with the page or visited Jinko’s website, leading to a 25% improvement in conversion rates.

We ran targeted ad campaigns designed to reach distinct market segments:

  • Regional Targeting: Separate campaigns were created for high-potential markets such as UAE, Iraq, Jordan, Lebanon, Oman, Saudi Arabia and Yemen. Each campaign featured localized content that reflected the specific energy challenges and solutions relevant to the audience.
  • Lead Generation: We designed Facebook Lead Ads aimed at generating inquiries from key decision-makers, distributors, and business leaders, offering detailed guides and webinars in exchange for contact information.
  • Event Promotion: Jinko’s participation in major renewable energy events was promoted through paid Facebook Ads, significantly increasing the turnout for both virtual and physical events.
  • Retargeting: We employed retargeting strategies to engage users who interacted with the Jinko website or ads, resulting in increased conversions and lead inquiries.
  • APPLY: Analytics and Reporting

After testing and adjusting, we implemented the refined strategy:

  • Educational Posts as Cornerstone: We produced over 600 posts that explained solar energy technology and Jinko’s products from a technical yet approachable standpoint. This content helped position Jinko Arabic as the go-to source for solar technology education in the region.
  • Community Engagement: We responded to questions and comments in real time, fostering dialogue and encouraging interaction. This helped to create a sense of community and trust among Jinko’s followers.
  • Localized Content and Ads: By addressing specific energy needs and policies in each country, we saw a 35% higher engagement rate for localized content versus generalized posts. Our campaigns addressed each region’s unique energy challenges and opportunities, making the content highly relevant and impactful.

We employed a data-driven approach to continuously optimize our efforts. Key performance indicators (KPIs) included:

  • Reach and Engagement: Tracking post reach, impressions, and engagement (likes, shares, comments) to measure content effectiveness.
  • Conversion Metrics: Analyzing the number of leads generated from paid campaigns, tracking the cost per lead, and monitoring the conversion rate from ad interaction to inquiry.
  • Audience Insights: Using Facebook’s advanced analytics, we segmented audiences by location, profession, and engagement type to tailor future content and optimize ad spend.
  • Community Management and Growth

Our team actively managed Jinko’s Arabic Facebook page’s community by:

  • Engaging with Followers: Responding promptly to questions, addressing concerns, and fostering discussions on solar energy trends.
  • User-Generated Content: Encouraging followers to share their own experiences with solar energy and Jinko’s products, creating authentic engagement.

Influencer and Partner Collaborations: We partnered with local influencers and industry leaders to amplify Jinko’s message and enhance credibility in key markets

Result

  • Significant Audience Growth: Over the six-month period, Jinko’s Facebook page saw an increase of 144.4% in followers, translating to 22,034 new followers. This growth was driven by both organic content and paid campaigns.
  • High Engagement Rates: Engagement on posts improved by 3%, with key content such as educational videos and user-generated posts seeing engagement rates as high as 75%, well above industry averages.
  • Lead Generation and Conversions: The targeted Facebook Lead Ads generated leads from businesses and potential distributors. The lead conversion rate was 4%, contributing to several significant B2B partnerships in the MENA region.
  • Lower Cost Per Lead: By refining the targeting and ad spend, we achieved a 27% lower cost per lead compared to industry standards, maximizing the ROI of the paid campaigns.
  • Localized Reach: Our localized advertising efforts led to a 6% increase in post reach and ad interactions in high-priority markets such as Nigeria and Madagascar, indicating the success of region-specific content.
Marketing Director, JinkoSolar

“Working with this team has been a transformative experience for Jinko’s social media presence. Their strategy, attention to detail, and focus on data-driven results have been pivotal in helping us reach new markets and engage with our audience in a meaningful way. The Facebook page has become one of our most valuable assets for brand building and lead generation in the MENA region.”

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