How does Midea V8 multi-connection leverage tens of millions of traffic in overseas social media?
Carbon neutrality has become the key to a new round of global technological and industrial revolution. Under this trend, the multi-connection industry, which has always aimed at energy conservation and environmental protection, has also ushered in new global opportunities. Midea Building Technology, which has a number of unique pioneering and leading technologies in the multi-connection industry, launched a new generation of multi-connection V8 in January this year, and it was launched globally in June this year.
The global launch of Midea V8 has not only injected new vitality into the global multi-connection industry, but also leveraged tens of millions of exposure and access on overseas social media platforms - through the social media of "Facebook+LinkedIn+YouTube" The matrix combination , combined with Google advertising, has created a successful social media marketing template for the new product release in the B2B industry.
In today’s article, we will use the public data obtained from Marketing Cloud to jointly explore the secrets of helping B2B brands improve social media exposure, reach and conversion in the case of Midea’s V8 multi-line global release.
Set the propagation cycle for the launch event
As a new generation of multi-connectors with great technological breakthroughs launched by Midea Building Technology, the global launch of Midea V8 Campaign is divided into four periods of dissemination with different focus, namely, the momentum period, the warm-up period, the launch period and the long tail period.
At the same time, different dissemination cycles have different dissemination subjects and contents. Taking Midea's V8 multi-connected global launch as a node, a complete and effective dissemination journey has been completed:
01 Ponding period: creating suspense and attracting attention
The content of this stage usually adopts the method of "question-announcement" to arouse the curiosity of fans and guide fans to associate and imagine new products. At the same time, through the announcement of the highly technological V8 logo, the fans' first impression of the product is deepened.
02 Warm-up period: release core selling points and technologies, and drive extensive discussions on social media
The warm-up period is a marketing resource-intensive period in the entire communication cycle. At this stage, the Campaign taps and releases a large number of V8 product selling points, expert explanations and endorsements, and a variety of material forms to allow users to better understand and deepen product impression.
03Marketing period: fully detonate the popularity of the press conference, interpret the product in an all-round way, and expand and re-disseminate
Taking the global launch of V8 as the node, with the preparation period and warm-up period, the marketing period of this Campaign is relatively short, but its strength is obvious.
The countdown poster increases the sense of tension and anticipation of the conference, and the media reports and PGC testimony after the conference further confirm the technology and strength of the product. Lay the foundation for the long tail period that follows.
04Long tail period: continue to speak for brands and products around the conference to promote sales conversion
The posts released in the long tail period emphasize the dry value and traffic value of the content. While reviewing and summarizing the content of the conference, industry experts and authoritative organizations are used to speak for Midea and V8, and further spread the industry recognition of Midea V8. On the other hand, we continue to refine the technical selling points of our products, and continuously refresh them in the vision of target customers through professional technical videos and short CG videos. At the same time, click on the landing page of the PR draft on overseas social media to attract traffic to Midea's official website and promote sales conversion.
Reasonable allocation of marketing resources according to platform and account characteristics
According to public data obtained through Marketing Cloud, the three overseas social media homepages of Midea Building Technology Midea MBT have gained a total of 50,000+ followers, of which Facebook has the largest proportion, followed by LinkedIn.
In terms of the distribution of marketing resources throughout the communication cycle, we can also see that Midea V8 released Campaign’s different emphasis on accounts on different platforms:
l Facebook: Facebook itself is the social media platform with the largest number of users, and also the platform with the highest number of fans in the Midea MBT social media matrix. Therefore, Midea MBT chose to focus on publishing content related to technical training, festivals and conferences on its Facebook page to enhance the coverage and exposure of brand content.
l LinkedIn: LinkedIn is the most suitable social media platform for B2B marketing, and it also brings together professional fans from many vertical industries. Therefore, Midea MBT focuses on publishing technical training, summary of major events and industry information on its LinkedIn homepage, so as to deepen the recognition of brands and products among professionals.
l YouTube: YouTube is an open video platform. Throughout the communication cycle, Midea MBT used a lot of video content to introduce and explain V8 technology and features, so its YouTube account simultaneously released relevant video content to gain wider exposure.
It is a more accurate and effective way for brands to allocate marketing resources according to the characteristics of the platform and the characteristics of their own social media accounts. Especially for the product release of B2B brands, after the communication cycle is clarified, these characteristics should be combined and corresponding content should be released rhythmically.
How to set up and manage planned posts for different social media platforms?
You can use Marketing Cloud's Release Calendar feature. This function, in the form of a calendar, helps operators to set the posting time of posts in advance, and can also use the review mechanism in the publishing process to review timed posts on different platforms and different dates before publishing to avoid communication errors.
Epilogue
At the 2022 Geneva International Invention Exhibition, the "Midea V8 Smart Building Energy Solution" project won the Gold Award, which is an affirmation of the product's technological innovation and strength. At the same time, from the perspective of social media marketing, Midea's V8 multi-connected global launch Campaign also created a set of successful templates for the B2B industry new product launch.
Compared with the marketing activities of similar brands on social media, the listing campaign of Midea V8 emphasizes the differentiated advantages of Midea Building Technology by continuously outputting content that reflects authority and proves its strength: the use of third-party authoritative endorsements, awards and Staff and executives jointly spoke out and built industry leadership; they used professional and visual content to explain products, which was recognized by professionals and understood by decision-makers, providing impetus for the transformation goal.