We begin with a review of potential social media influencers in your target international market.

Social outreach and amplification across global markets

Global consumers enjoy an abundance of choice in branded/marketing content, whether presented via search activity, shared via chat and social, or pushed via paid for media. This abundance implies that only a very narrow selection of content will be ‘naturally’ viewed in depth, so once suitable content is identified (see content audit) and planned (see content planning), the next phase to consider is how to encourage interaction.

Our outreach and amplification process is best delivered once the social media audit is complete, as the audit clarifies current activity and where best opportunities are present. We begin with a review of potential social media influencers in your target market, publications or individuals with appropriate levels of content familiarity, audience reach and all-around credibility. Note that this stage benefits from a liaison with your PR teams – we collaborate to ensure that we are creating new and valuable relationships that complement any existing international media activity.

Talking of collaboration, this is the next best practice step with in-market influencers. Attempting to shoe-horn a pre-existing content calendar into a credible influencer’s efforts is usually counter-productive; the established audience relationship must be respected, with content co-planned (and sometimes co-created) to ensure the best fit with the influencer’s’ audience. With content tactics defined, we agree on outreach KPIs and goals, create schedules and execute accordingly.

Our Local In-Market Experts (LIMEs) are pivotal to outreach success. In some markets, LIMEs themselves are established influencers in verticals such as travel and technology. In other markets, LIMEs work with our core UK team to identify new influencers, develop and clarify in-market priorities, and contribute to our QA processes, applying seasoned local digital marketing knowledge to ensure success at every stage.

Results – Premier Inn

Premier Inn recently launched a new German hotel in Frankfurt.  They wanted to improve weekend bookings as typically rooms are booked for business stays in the week. Oban supported them by promoting the city as a destination for leisure travellers not just business people in Germany.

Our campaign invited a youthful German influencer to meet interesting locals and experience the vibrant city of Frankfurt. We developed short clips for use on social, and longer clips for website/YouTube that bring Frankfurt to life. Our LIME scripted the videos and filmed them profiling local characters/places of interest.

Complementary social media services

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Some of our clients

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Merlin Entertainments

We have worked with Merlin since 2017 on a range of SEO, Content and UX projects for their attractions, including London Eye and Madame Tussaud's, as well as providing paid media support for the launch of Legoland Japan.

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Jo Malone London

We have worked with Jo Malone London since 2015, through their sale to Estee Lauder Group and ever since. We provide ongoing technical SEO services and SEO migration consultancy across 21 markets,  plus SEO training for their broader team.

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BBC World Service

We have worked with the BBC World Service since 2015 and have won several awards for our work, most recently in India. We provide above the line planning and buying across a range of markets in Africa, the Middle East and Asia, including  Egypt, Nigeria, Ethiopia, Kenya, Senegal, India and more.   We run a diverse range of campaigns using multiple formats, from wrapped buses in Nigeria to TV advertising in Egypt and radio advertising in India.

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Unit4

Global software company Unit 4 partners with Oban. We support them with SEO, including managing the consolidation of their multiple sites to one main domain.

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Big Bus Tours

We started working with Big Bus Tours in 2015. We promote tours in over 20 cities to travellers from over 150 countries. We meet ambitious growth targets year after year, delivered within strict cost parameters, providing impressive and sustainable growth. Google have used our work as a worldwide case study. We have won awards including Travolution's prestigious Best paid Media Campaign and  Digital Marketing Campaign of the Year.  Since the pandemic,  we have bounced back to our best ever set of results in 2023, winning an E-commerce Cross-border award. The judges said 'It’s a master class in paid media resilience and adapting to changed circumstances and demonstrates how a three-pronged paid media strategy delivered stunning results, far exceeding the last year before the pandemic. For marketers looking to understand the optimal blend of manual and Smart Bidding, this entry provides key insights – as well as proving the value of a granular campaign structure, bespoke user journeys for different audiences, multi-lingual opportunities, and continually iterating campaigns to deliver sustainable competitive advantage.' 

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AXA

We provide Paid Media,  SEO and Content for AXA Global Healthcare working with consumers across 140 markets. We have won several awards for our work including Best Use of Search and Most Effective Marketing Campaign. We have worked with AXA since 2014.

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Microban

We worked together on a range of services including technical SEO, content,  UX and Paid Search in the UK, US Germany and Thailand.  'We've worked with Oban for almost 6 years now and we trust and value their opinions across both organic and paid media.'

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IFS

IFS develops and delivers enterprise software for manufacturing and distribution businesses. Oban have been working with IFS since 2019 to create and deliver their SEO strategy and implementation, which included consolidating 19 sites into one with no loss of organic visibility.

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Conair

We have been working with Conair for three years providing a mix of Paid Media support and Above the Line activity across European markets for their portfolio of brands which include BaByliss and Cusinart. Navigating a complex retail landscape with multiple resellers, we help drive brand awareness in an increasingly cluttered and competitive market.

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YMCA

YMCA Downslink is Oban's chosen charity, supporting young vulnerable people and preventing homelessness. We provide strategic advice and digital marketing support to help them recruit supporters and achieve their fundraising goals.

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First Sentier Investors

First Sentier Investors is a global asset management business. We have worked with FSI for 5 years providing a mix of global SEO strategy, implementation and migration support across markets in Asia and Oceania, delivering continuing sustainable organic traffic and session growth. 

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