Client and context
Haier Climatización develops air conditioning, heating and heat pump solutions for homes, businesses and professional applications, built on efficiency, connectivity and comfort.
Turning a technical category into content that's close, useful and relevant.
We turned the technical world of Haier Climatización into a content ecosystem connected to real life, for both B2C and B2B audiences.
The case
«Air conditioning is communicated through technical specifications. The challenge was translating that into content that earns attention without losing rigour.»
The challenge: making a category that speaks in specifications appealing
Air conditioning is a complex category, with long decision processes and very different audiences.
On one side, Haier needed to connect with consumers looking to improve comfort at home. On the other, to stay relevant for installers, distributors and professionals who decide on performance, efficiency and reliability.
The challenge was translating that whole technical world into content able to earn attention and understanding without losing rigour.
The solution
From a product catalogue to a content ecosystem connected to real life.
Estrategia Social First B2C y B2B
We brought air conditioning closer to everyday situations, for consumers, installers and professionals.
Product content
Product videos, demonstrations and educational pieces that explain features through their real benefits.
Contenido lifestyle
Territories like home, sport, pets, travel and sustainability, to connect with real life.
UGC and specialists
Creators, installers and specialists who broaden perspectives and reinforce credibility.
Always On and amplification
Always On campaigns, seasonal activations and trade fair coverage amplified with Meta Ads.
Technology wasn't approached as a pile of tools, but as a connected ecosystem along the same customer journey: from discovery to conversion, loyalty and repeat business.
Community and content.
TikTok
UGC and reach.
Meta Ads
Content amplification.
The Creator
Creadores e instaladores.
Audiovisual production
Product and lifestyle content.
Metricool
Measurement and planning.
Project partner: Blackflag
The impact
A closer, more recognisable brand within a technical category.
The new content system significantly widened Haier's reach, accelerated community growth and improved engagement with the brand. Haier went from explaining what its products do to showing why they matter in people's and professionals' lives.
Personas alcanzadas+7M
Nuevos seguidores+5K
Engagement+108%
Let's talk about growth.
Tell us where your business is right now and we'll look together at which digital opportunities can move you forward.