Media blitz in China that left a lasting impression
Life Science | Digital Marketing | China
Nilfisk is a supplier of professional cleaning equipment in the industrial, commercial and consumer markets. The company is headquartered in Brøndby, Denmark, with sales entities in 45 countries. Supported by a strong distribution network, Nilfisk’s products are sold in over 100 countries. The company also has production facilities in Asia, Europe and America. Their main product lines are floor-care equipment, vacuum cleaner and high-pressure washers for consumers worldwide.
Nilfisk needed a greater brand awareness and a stronger social media presence in China. They reached out to the UP FOR ASIA team to define a digital marketing solution. Based on the brief, UP FOR ASIA focused their efforts on social media strategy and redesign, content creation and management of social media engagement.
As a first step, the UP FOR ASIA team had to increase brand awareness by optimizing the company's social media activities in China. WeChat was of vital importance in terms of creating and acquiring potential customers, converting customer needs and maintaining customer loyalty in China.
In February 2020, the UP FOR ASIA team took over the management of Nilfisk's official WeChat public account — their main marketing platform in China — and supplemented it with Weibo and TikTok. Before this, Nilfisk’s social media posts on WeChat were not sent regularly, and their engagement metrics were poor.
The operation strategy UP FOR ASIA created for Nilfisk’s WeChat account focused on:
The social media content strategy created for Nilfisk’s WeChat official account included:
Overall, the UP FOR ASIA services for Nilfisk included:
It was a huge success! UP FOR ASIA enhanced the brand awareness of Nilfisk by taking advantage of the Chinese social media platform WeChat. The reposting (sharing) of social posts on WeChat increased by 643%, and post views increased by 413%. Meanwhile, the follower growth rate reached 3.57% and the engagement rate went up 649%, indicating enhanced interaction with fans and improved fan activity.