Highlighting Daikin’s Cool Brand Proposition
Breathing in a Fresh Take on Their PR Strategy
Challenge
As an air conditioning solutions provider, Daikin provides air conditioning products and services for practically all types of air conditioning needs and offers a complete line-up of residential, commercial and industrial products that promote environmental protection, energy savings, comfort, peace of mind, safety and health. The brand aims to provide total air conditioning solutions to the Philippine market that promote comfort, and top-of-the-line products and services through leading-edge technology.
With the COVID-19 pandemic prompting the people to reconsider their lifestyles and how we value the quality of the air around us, Daikin was aiming to highlight their brand proposition against the top players in the industry.
Approach
Our themes were focused on showcasing how Daikin, the world’s leading air conditioning manufacturer, continues to make sure families are able to access both clean air and a comfortable living/working environment during this very challenging time.
Our team took a new approach to highlight their fresh perspective. We focused on key stories that:
– showcased the benefits of their newest product line-up, which not only provides efficient cooling but is also eco-friendly.
– emphasized the brand’s support for businesses reopening post-lockdown, demonstrating their commitment to the local economy.
– presents the new partnerships that they made to accelerate the growth of the aircon industry in the country.
– CSR activities, which contribute to the betterment of the community and the environment.
To position Daikin as a leader in the industry and increase its share of voice (SOV), we arranged exclusive interviews with Takoyoshi Miki, the President of Daikin Philippines Air Conditioning.
In addition to the typical PR metrics, we offer a distinctive media intelligence tool called Media Meter. It goes beyond surface-level analysis, providing comprehensive analytics on the company’s media exposure. It offers valuable insights into both the quality and quantity of coverage across various media channels, including top-tier online and print media, regional newspapers, and other key platforms.
The monthly reports embody our commitment to thoroughness, enabling us to effectively monitor Daikin’s share of voice. To ensure a competitive edge, the tool keeps track of the topics covered and published by the brand’s competitors. This invaluable information empowers us to develop more captivating and innovative story angles that enhance the brand’s communication strategy.
Results
Through M2.0’s PR services for Daikin, we were able to further increase the brand’s SOV and extend its reach by gaining outstanding media pickups across online, print publications and blogs. Despite the steep competition with other established brands, Daikin continues to remain in the market conversation for clean, safe, and quality air conditioning products.
