This case demonstrates how we improved Electrolux China’s social performance through a well-executed social analytics strategy.
Electrolux is a global leader in the field of home appliances. They entered the China market more than 20 years ago, however, in the past 15 years they have done no advertising in the market. They now face big challenges, such as weak brand awareness and a low brand preference.
Under these conditions, and with now prior mature model for social media analysis in China, we created an integrated social account evaluation system for the Electrolux Sina Weibo account (China’s Twitter), and helped the Electrolux social team with operational insights and strategies to improve the account performance.