Client Background
Client Background
Hisense Group is a leading Chinese consumer‑electronics and home‑appliance company, with Hisense, Vidda, and other brands selling into more than 160 countries and regions. In 2016, Hisense became the first Chinese company to sponsor a UEFA Euro; in 2018, the first Chinese consumer‑electronics brand to sponsor a FIFA World Cup in its nearly century‑long history. As of 2022, Hisense has sponsored three UEFA Euros and two FIFA World Cups — making it the Chinese company with the longest and deepest association with top‑tier global sporting events.
Challenge
Challenge
As Hisense continued to expand its global presence, the brand needed to build more consistent visibility and relevance across overseas social platforms. The key challenge was not only to increase exposure, but also to make its technology‑led products feel more relatable to local audiences through lifestyle‑driven, platform‑native content.
Our Approach
Our Approach
Our China and U.S. teams worked closely with Hisense’s business units to provide year‑round overseas social media operations across major platforms including Instagram, Facebook, and YouTube. Based on the brand’s communication priorities, product roadmap, platform characteristics, and user interests, we planned annual content themes and publishing rhythms, while continuously managing content publishing, community interactions, comment follow‑ups, and performance tracking. This helped the brand maintain a consistent, active, and responsive presence across overseas social media channels.
At the same time, we supported the planning, engagement mechanism design, communication planning, and execution of online creative campaigns around key products, annual communication moments, and overseas audience trends. By coordinating KOL collaborations, we connected daily operations, creative campaigns, and influencer content to build a sustainable overseas social media content and engagement system.
