Somengil

Leading the conversation in industrial washing.

BACKGROUND

A market of high standards and expectations

Invited by our partner agency, Hamlet, we had the opportunity to support Somengil in navigating the unique demands of the industrial washing sector. This industry is shaped by two powerful forces: a growing focus on sustainability and a constant push for operational efficiency. For companies choosing new equipment, these values influence almost every decision. With well-established international B2B engineering brands setting the standard, industry buyers now expect more than just high performance – they seek solutions that resonate with eco-conscious values and integrate seamlessly into their complex workflows. Additionally, decision-makers prefer to independently evaluate options, often relying on information from trusted sources to guide their choices.

Against this backdrop, Somengil stands out with the MultiWasher, a customizable industrial washing machine that optimizes both the ecological footprint and economic efficiency of operations. With a highly experienced R&D and Engineering department, Somengil develops tailored technological solutions for clients, building long-term partnerships grounded in consultative sales and dedicated after-sales support.

The challenge was to communicate this nuanced offering effectively, positioning Somengil as a knowledgeable partner equipped to help customers achieve their own efficiency and sustainability goals.

Agency partner: Hamlet

CHALLENGE

Making the complex accessible

To make the Multiwasher brand visible and relevant, Somengil needed to communicate its expertise in a clear, engaging, and accessible way. From resource management efficiency to ecological benefits, all of Multiwasher's innovative features had to be conveyed with precision, while remaining approachable and interesting—without overwhelming readers with technical jargon.

Given the brand's international expansion strategy, this needed to be done in five languages: Portuguese, English, German, French, and Spanish.

SOLUTION

Clear, compelling content for real-world impact

In partnership with Hamlet Comunicação B2B, we crafted a content strategy that would simplify Somengil’s technical expertise, breaking down the complex features of MultiWasher into compelling insights. Here’s how we did it.

Blog articles

Our blog content aimed to be the go-to source for information on sustainable and efficient industrial washing solutions. Each article, published in five languages, provides valuable tips, case studies, and insights into how Somengil’s technology solves real-world challenges. The goal: position Somengil not just as a manufacturer but as a leader invested in advancing industry standards.

Social media

Based on each blog article, we created posts for publication across various social media platforms, transforming Somengil's expertise into engaging content on LinkedIn, Facebook, Instagram, and X. Each post, adapted to different languages, highlights a key takeaway from the article, such as the efficiency or sustainability benefits of the MultiWasher, inviting followers to read the full article. This consistent presence keeps Somengil top of mind for followers and reinforces the brand's commitment to efficiency and eco-conscious solutions.

Newsletters

Through the newsletter, Somengil's blog articles are delivered directly to the audience's inboxes. Each edition includes summaries of recent articles, with links for readers to explore topics relevant to their industry in greater depth. By focusing on informative content rather than traditional sales-driven emails, the approach encourages higher open rates and fosters a lasting relationship with readers.

Ongoing follow-up and optimization

Beyond creating the content, we also tracked performance closely. As we monitored engagement, we optimized headlines, visuals, and distribution times to ensure every piece was reaching the right audience with the highest impact.

“We wanted each piece of content to feel like it was tailor-made for the reader. Every step was aimed at building trust and understanding.”

Jayme Kopke, Hamlet Comunicação B2B

RESULTS

Driving visible, sustained growth

The collaboration between Articulate, Somengil and Hamlet Comunicação B2B led to inspiring results across markets. By weaving blog content across social media and newsletters, we reached Somengil’s audience consistently, keeping the client’s expertise and industry insights in constant view.

Organic traffic saw an extraordinary boost, with a 350 fold increase in organic users and a 300 fold rise in organic sessions. Social channels also saw impressive growth, with social users increasing by 1175% and social sessions by 1675%, showing that Somengil’s posts resounded with audiences interested in innovation and practical solutions.

These results reflect Somengil’s strengthened position in the market, establishing them as a go-to resource for companies prioritizing sustainability and operational efficiency. Through this content-focused approach, Somengil successfully captured attention, built relationships, and solidified its brand authority.