Midea's 'Digital Content Strategy'
As part of my in early 2018 launched 'Digital Content Strategy',
I created a new 'Umbrella Idea' for our global Social Media posts.
Based on our Midea Brand Positioning:
Midea promises:
- to offer 'surprisingly-friendly solution'
- which 'uplift your mood while using them' and
- enables you to 'enjoy those tiny moments at home'
So, we enable consumers to
- 'feel at home'
And our tagline summarizes the above:
- Midea – 'make yourself at home'
So, we actually very friendly tell our consumers:
“My Dear, make yourself at Home!”
Therefore, in Social Media we make our products & solutions being the Heros.
= our products are talking directly to consumers:
- telling them their UPS (the surprisingly-friendly benefit/feature) and
- how they can uplift their mood
Social Media Creative Umbrella Idea:
- “WE make you feel at home”
FIFA WorldCup 2018 Social Media Activation
The below FIFA2018 activation using our global Hero products from each Product Category is just the start, just the first global activation in key markets:
Check all posts on IG: