After I finished working on Midea's Brand Positioning, and after also launching Midea's Brand Anthem in 2016, the first ever Global Midea #ImHome Campaign was work in progress...
Obviously, Digital was a key component and Social Media one of the main channels to launch our regionally focussed - still global campaign.
Besides, emotionally touching + super engaging Brand Films for each region, the most important part of this global launch campaign have been our functional Product Films for each of Midea's Product Categories.
The award-winning creative idea was shooting those functional Product Videos PoV from the respective product.
In parallel, fully á la one work-stream inspiring the other work-stream, that also became the heart + center of gravity of all our future Social Media functional Product communications = our Digital Content Strategy:
By developing + defining a set of guidelines for all local + regional Marketing Teams = I launched Midea's 'Digital Content Strategy' with the following derivation from Midea's Brand Positioning:
As defined in 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
And our tagline summarizes the above:
- Midea* – 'make yourself at home'
* knowing that Midea is pronounced like: "my Dear"
So, we actually also very friendly tell our consumers:
“My Dear - make yourself at Home!”
Who is actually saying that?
The Brand?
...or all the Products?
...hence, in Social Media we make our products & solutions being the HEROS
= which became the newly established + launched 'Umbrella Idea' for our global Social Media posts
= 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”
