Case Study: Haier becomes a top appliance choice in the Philippines with Proi Worldwide

Haier boosts Facebook followers 798% with Proi Worldwide

Haier, a Chinese appliance manufacturer, faced the challenge of entering the competitive Philippine market where it was perceived as a low-quality, secondary brand. To become a top choice for discerning Filipino consumers, it needed to overcome strong brand loyalty to established players and correct these misconceptions. Proi Worldwide agency M2.0 Communications was engaged for a PR and social media management campaign to change this perception.

The solution implemented by Proi Worldwide's agency focused on a story-driven strategy that highlighted Haier's innovation, quality, and value while connecting with Filipinos on the theme of family. Through targeted media outreach and highly engaging Facebook content, they positioned Haier as a global leader and a brand that fosters togetherness. The results were significant, generating over Php 52 million in media value, increasing Facebook followers by 798%, and achieving a 19.96% engagement rate, ultimately establishing Haier as a trusted top choice for consumers.

Haier