HAIER PHILIPPINES Bringing Filipinos Together Through Technology - CASE STUDY M2.0 COMMUNICATIONS - M2Social
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HAIER PHILIPPINES
Bringing Filipinos Together Through Technology
CASE STUDY
M2.0 COMMUNICATIONS
BRINGING FILIPINOS TOGETHER THROUGH TECHNOLOGY HAIER PHILIPPINES
SITUATION
INVESTING IN THE UP-AND-COMING ECONOMY
As the Philippine economy grew, countless Haier was at the ready; it had a wide range of
Filipinos were able to afford and move into new innovative and competitively-priced products it
homes. With this housing boom taking place, could offer to sensible consumers.
a large demand for consumer appliances was
inevitable. Businesses were confident in investing The multinational manufacturer was no
in the up-and-coming economy. stranger to brand launches as well;
Total remittances from the millions of Overseas it had already penetrated over a hundred
Filipino Workers across the globe increased countries around the world.
annually by 6%. The robust BPO industry provided
an abundance of high-paying job opportunities,
12.9% 9.8%
bolstering the spending power of the young middle
class--many of whom bought appliances.
This was the perfect opportunity for Haier, a
Chinese manufacturing company, to enter the
Philippine market and take a big piece of the pie. THE NUMBERS SAID IT ALL
A report by Singapore-based consulting firm
GfK stated that television and refrigerator
sales in the country increased by 12.9% and
9.8% in terms of value, respectively.
M 2 . 0 C O M M U N I C AT I O N S 01
BRINGING FILIPINOS TOGETHER THROUGH TECHNOLOGY HAIER PHILIPPINES
A DISCERNING, BRAND-CONSCIOUS AUDIENCE
For many Filipinos, Chinese brands have become But all these accolades didn’t matter for Filipinos,
synonymous with low quality. There was this Haier was just another name.
general notion that it would better to spend your
well-earned money on American, Japanese, and The Philippines all but seemed like an
European products. People thought they “lasted impenetrable market. Haier needed more than
longer” or were “more reliable”. This made it just a regular marketing or PR campaign to
difficult for China-based brands like Haier to become a trusted name in Filipino households.
establish a strong foothold in the household
appliances market.
According to a Euromonitor report, the appliance
giant has been the leading home appliance
manufacturer for seven consecutive years.
USA Newsweek’s website even listed Haier as one HAIER PUSHES PRODUCTS
ONTO DISPLAYS AND SHELVES.
of the top 10 most innovative companies. Even with shelf space and sales personnel a new brand
faces many hurdles in the Philippine market
M 2 . 0 C O M M U N I C AT I O N S 02
BRINGING FILIPINOS TOGETHER THROUGH TECHNOLOGY HAIER PHILIPPINES
TASK
AN UNCONVENTIONAL
CAMPAIGN
Haier’s vision was to establish itself as the first
choice for consumers—a seemingly insurmountable
task considering all the impeding factors.
Big players in the industry have made their way
the top through decades of success in the market.
They knew the Filipino consumer like the back of
their hand, regularly spending on targeted
marketing campaigns, hiring celebrity endorsers,
and banking on corporate sales packages.
With this in mind, M2.0 deemed that
competing head-on with industry titans wasn’t
the best course of action.
Knowing the impact meaningful stories can
have on brands, the team decided to focus on a
message that any Filipino would be able to relate
to: the value of family, a theme aligned with
Haier’s philosophy of “fostering togetherness
through technology.”
But to get this narrative across, the agency first
needed to correct prevailing misconceptions
about the brand. Thus, M2.0 needed to establish
Haier’s key values:
R&D AND FAVORABLE AFTER-SALES
MANUFACTURING PRICING SERVICE
are important pillars of Haier as an as a product of its R&D expertise. displayed it’s commitment to the
innovative company. Echoing this Cost-effective sourcing and an Filipino market. Its heavy focus
core strength in the campaign uncompromised production process and commitment on social media
would raise its reputation among made the manufacturer welcome channels would strengthen the
brand-conscious consumers. among price-sensitive families. brand’s image and reputation.
M 2 . 0 C O M M U N I C AT I O N S 03
BRINGING FILIPINOS TOGETHER THROUGH TECHNOLOGY HAIER PHILIPPINES
ACTION
AN INTEGRATED
MULTIMEDIA
APPROACH
Armed with a story-driven strategy, the agency
communicated Haier’s messages through an
integrated multimedia approach. M2.0 utilized
media outreach to establish relationships with
top-tier blogs, print, and broadcast media. The
campaign impressed upon the media the appliance
brand’s global reputation and its various
innovations. The team brought forth Haier’s
youngest ASEAN country manager, Nobuhito
Hayashi, as a thought leader who would answer the
misconceptions surrounding the brand.
The campaign didn’t stop at words to demonstrate
Haier innovations; it let the products speak for
themselves. Rather than release flavorless articles
that highlighted product specs, M2.0 pitched how
Haier products integrate into and elevate Filipinos’
lives. Readers saw articles such as food hacks using
eco-friendly ovens and tips on how young couples
can make their homes comfortable, eco-friendly,
and energy-saving through Haier’s appliances.
TOP
HAIER COUNTRY MANAGER
NOBUHITO HAYASHI
lead the campaign's
press conferences and radio tours
RIGHT
M2.0 IMPLEMENTED
SOCIAL MEDIA EFFORTS
to reach the Philippines' vast online audience
M 2 . 0 C O M M U N I C AT I O N S 04
BRINGING FILIPINOS TOGETHER THROUGH TECHNOLOGY HAIER PHILIPPINES
DIRECT AND
EFFECTIVE
DIGITAL ENGAGEMENT
To engage the consumer directly, the team utilized
the most popular social platform in the country:
Facebook. The agency created content pillars that
revolved around the key message of family—
a theme that resonated with the Filipino audience.
M2.0 posted articles that talked about
electricity-saving tips, easy-to-make recipes, and
effortless appliance troubleshooting together with
news and reviews about Haier and its products.
Leveraging the power of social media, the team
applied its digital expertise to effectively engage
with the online audience.
TO LOCALIZE THE CAMPAIGN,
the agency adopted a theme that
resonated with Filipinos: family
M 2 . 0 C O M M U N I C AT I O N S 05
BRINGING FILIPINOS TOGETHER THROUGH TECHNOLOGY HAIER PHILIPPINES
RESULTS
FOSTERING TOGETHERNESS
THROUGH TECHNOLOGY
The constant publication of Haier articles in top-tier Haier Philippines’ Facebook followers grew from
broadsheets, online news, and blogs went beyond 5,900 fans to 53 thousand--798% increase.
expectations and demonstrated the interest of the The growth was fueled by quality content that
media and the public in the brand. The team was garnered an engagement rate of 19.96
able to pitch narratives that resonated with percent—almost four times the target.
journalists and bloggers. The resulting headlines Haier’s Facebook page became a great platform
highlighted how Haier’s state-of-the-art products for connecting with intrigued social media
made Filipino families closer. users—consumers who commented and reacted
positively to the brand’s posts.
Haier’s stories generated Php 52 million in media
value and turned Haier Philippines CEO Nobuhito By the end of 2016, Filipinos no longer saw the
Hayashi into a valuable resource person for company as the “next option” or “just another
innovation in both print and broadcast media, such appliance brand.” It became a top choice for
as the Philippine Star, Philippine Daily Inquirer, consumers. But most importantly, Haier stayed
Manila Bulletin, and DWDD. true to its advocacy of “fostering togetherness
through technology,” unifying Filipino households
through its innovative products.
MEDIA VALUE:
CAMPAIGN'S ROI
3% 11% 53,000 FANS
BROADCAST PRINT
33%
SOCIAL MEDIA
53%
ONLINE
5,900 FANS
Start of campaign End of campaign
PHP 30.8 M FOR BROADCAST
PHP 6.2 M FOR ONLINE MEDIA HAIER PHILIPPINES’
PHP 1.1 M FOR PRINT MEDIA FACEBOOK FOLLOWERS
400% ROI
M 2 . 0 C O M M U N I C AT I O N S 06
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