Haier: new client in our portfolio

Setting the communicative stage for the brands Haier, Hoover and Candy

Task: Strategic communications consulting, press and public relations, social media, media

To become one of the top three manufacturers of household appliances in Europe by 2023 - that is Haier's ambitious goal. An important building block for achieving this goal is to sharpen the brand profiles and increase the brand awareness of the three brands Haier, Candy and Hoover in the central markets of Germany and Austria. We have been hired to further professionalise and intensify communication.

With a market share of 15.7 percent in 2019, Haier is the world's number 1 for large household appliances - every fourth refrigerator sold in the world is from Haier, as well as every fifth washing machine. TV commercials in cooperation with retail partners, a strong online presence, targeted B2B and B2C communication - Haier uses a broad spectrum to promote the brand to retailers and consumers.

Putting the brands Haier, Hoover and Candy in the limelight through communications

From May 2021 onwards, together with Haier Deutschland GmbH, we will further expand the areas of social media, media as well as press and public relations work and set new impulses. Haier's extensive product portfolio as well as its focus on AI and IoT offer great potential to assert itself in the highly competitive white goods sector in the aforementioned markets. Making the brands Haier, Hoover and Candy better known and anchoring them is a challenging and at the same time incredibly exciting task that we are very happy to take on.

The focus will be on the numerous product innovations, which are to be played out in a target group-oriented manner on a wide variety of channels. In addition, the launch of Haier's new line of built-in appliances in the second half of 2021 will be another highlight.

More about Haier in our Content Hub

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