Brew Interactive

Haier

Client Story

At A Glance

3x

Boost in Engagement Rate

205%

Increase in Reach

Backstory

Haier Group is a multi-national home appliances and consumer electronics company headquartered in China. Focusing on user experience and “prioritizing people’s values”, the company is a leading smart home solutions provider spread across over 100 countries.

Haier designs, manufactures and sells a variety of products ranging from refrigerators, air conditioners, and washing machines to microwave ovens, mobile phones, computers, and televisions.

Backstory

Haier Group is a multi-national home appliances and consumer electronics company headquartered in China. Focusing on user experience and “prioritizing people’s values”, the company is a leading smart home solutions provider spread across over 100 countries.

Haier designs, manufactures and sells a variety of products ranging from refrigerators, air conditioners, and washing machines to microwave ovens, mobile phones, computers, and televisions.

Challenge

Haier realized that their social media presence had stagnated. While they were regularly posting on Facebook and Twitter, they failed to see considerable growth in their fan base and engagement rate.

In order to get results, they decided to pull up their socks and do things differently. They wanted an expert’s perspective on where they were going wrong and what could they do to improve their social media strategy.

That’s when Brew Interactive was approached.

Solution

We were brought on board to conduct a strategic review and devise a stronger social media strategy in line with their business objectives.

The first thing we did was use Meltwater, a social media monitoring tool to understand the conversation around the brand, share of voice and customer sentiment.

We conducted a competitive analysis that clearly showed that the share of voice was more in favor of Haier’s competitors, especially on Facebook.

Our word cloud analysis revealed the words that generally appear related to Haier and its industry. We took cues from these words to suggest talking points for social media content.

Some of the most popular topics mentioned alongside Haier were freezers, bargains, deals, and Christmas deals. So this led us to put together a content plan to talk about the features and benefits of Haier freezers.

Apart from this, we also shared ideas on content creation and social media campaigns to drive engagement which were then executed by their in-house team.

High-performing Facebook posts

Content mix

Branding Recommendations

Most engaging posts

Demographics

Products Recommendation

That’s not all, at the end of every month, we would conduct an in-depth analysis of how Haier fared, the engagement they got on their page, and how their posts were received.

On the basis of that, we would recommend how they could make their content more interesting, suggest campaign ideas, and improve their ad targeting strategies to reach out to their intended target audience.

Results

Our data-backed strategy resulted in a month-on-month improvement, helping them achieve the goals they set out to achieve. Haier saw a 3x spike in engagement rate along with a 205% increase in reach.