Interview with an Engineer
Midea is one of the largest appliance manufacturers in the world. We invested a lot of time and resources into research and development (R&D) to design and build best-in-class products for the US market. I produced this social video series to showcase the fantastic Midea engineers working to solve consumer problems, and to highlight our philosophy of "practical innovations". We produced ten videos for less than $5,000.
Company
Midea America
Agency Partner
Red Fox Media
My Role
Original Concept, Project owner, Producer, Creative, Content Strategy.
Objectives and Goals
To demonstrate the thoughtful innovation and designs of our products, and the extensive research and development invested in solving pain-points for US consumers. This simple social media series was a chance for Americans to see the people behind-the-scenes working on these great products - we made our Engineers the heroes.
We demonstrated our brand story of design and problem solving through "Practical Innovation", rather than gimmicks or novelty. The series also showed the breadth of products Midea produces.
Research and Insights
We regularly conducted social listening studies, and online comments and product reviews revealed trust issues towards Midea products amongst a vocal segment of US consumers. Despite no real complaints of product quality issues, many comments stated that they simply did not trust the quality because they were built in China.
This was not a major concern, but we did not want this negative sentiment to grow as we worked to launch the brand in America.
Midea Interview with
an Engineer
The Midea Cube introduced a new, unique dehumidifier design for a larger water tank without increasing the product size. Listen to our Engineer Zach explain the concept.
Midea Cube
Building Consumer Trust
The videos were published across Facebook, Instagram, Youtube, and TikTok. US consumers responded very positively, and we saw a notable lift in positive consumer comments through social listening studies.
The engineers shared their passion, as well the personal inspiration behind the work they do. This helped to humanize our brand, and provide a relatable view of the work we do.
More Practical Innovations
Automatic dishwashers should clean your dishes... automatically. Midea designed features such as Angle Wash and Utensil Wash to thoroughly clean so you don't have to go back and scrub by hand. Engineer Robert tells the story behind these practical innovations.
Midea Dishwasher
Introducing the world's first U-shaped Window AC with inverter technoloty that keeps it cool and quiet inside, and the noise outside. Our Engineer Dave explains more.
Midea U
We took the guess work out of cooking with a temperature probe that communicates with the oven and prevents over or under cooking. This way your family meal is never ruined, and you get more time to socialize rather than manually checking if the turkey is done. Our Engineer Felix tells us why this is so useful.