Products made in China are often associated with being poor in quality, and as Haier originates from China, the brand was affected by this general perception.
However, nothing could be further from the truth.
Haier has been named the number one global home appliance brand for the last six years, and has a global footprint across Asia, Europe and America.
Our challenges? How do we change the target audience’s perceptions towards Haier?
How do we communicate the brand story so that it is relevant to the target audience and they would feel a connection to the brand?
Consumers trust opinions and reviews posted online, and also recommendations from friends and family.
With that in mind, we gave Haier a friendly yet inspiring personality, and conceptualised a comprehensive social media around the persona to help the brand build a trusting relationship with the customers.
This resulted in the creation of a series of articles and contest based on 4 content pillars – Deals, Products, Inspire and Living – and these posts were written in the tone of voice of a family member who likes to share useful tips, attractive contests or promotions to their social circles.