IMA puts foot on the gas for BOC’s social media ambitions

As a leading supplier of bulk gases, chemicals and related products, BOC may be a familiar name in Australia, however many consumers were not aware of the company’s breadth of products and services.

So to increase BOC’s presence across social media channels, spread awareness and promote engagement among both B2B and B2C audiences, the company engaged IMA to manage and grow its Facebook, LinkedIn, Twitter and Instagram platforms.

Our work included strategy development, identifying the most suitable platforms to reach the desired audiences, and creating engaging content to inform the audience about BOC, parent company, Linde plc, as well as BOC products and services, technology and innovation.

With audiences identified and strategies in place, IMA also assumed responsibility for BOC’s community management and engagement, enabling BOC to grow a valuable and strong audience of real customers and fans, not just followers.

A key focus was to grow brand loyalty and drive word-of-mouth advertising by producing relevant, engaging and informative content, coupled with fast and detailed responses to community queries. At the same time, IMA continuously looked at ways to guide these community members through the social sales funnel.

Program management also covered the development of Facebook ad campaigns including concept and copy creation and targeting to maximise exposure to the most relevant audiences.


The BOC program was closely monitored by IMA digital media specialists and included detailed analytics and reporting, giving BOC up-to-date information while allowing content and strategies to be fine-tuned to best suit evolving audiences.

BOC Head of Communications, South Pacific, Suzanne Gibbs, said that engaging IMA on the company’s social project had yielded very positive results.

“With its strong strategic capabilities and long history servicing commercial and industrial-type companies such as ours, IMA was a great fit to drive BOC’s broadened social media ambitions,” Mrs Gibbs said.

“Over the 24 month period in which IMA was involved with our social media program, we saw impressive increases across all key measurables.”

Highlights of BOC’s customised social media strategy include:

· A 27% increase in LinkedIn followers (from 14,218 to 18,061)

· A 126% increase in Instagram followers (from 257 to 581)

Successful Facebook ad campaigns that achieved:

  • Reach: 1,655,875
  • Impressions: 9,092,036
  • Unique clicks: 53,952

If you’re considering investing in your own social media program, please click here to get in touch for a chat.

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