Midea Digital Content Strategy – 2025 Update
Initiated: 2025
Goal: To elevate Midea’s global social presence through a unified and emotionally engaging digital ecosystem, under the AAI (Attention–Affinity–Interaction) framework.
Brand Vision & Positioning
Midea’s Purpose:
Bring warmth and smart solutions into everyday life — turning every ordinary routine into a cozy and delightful moment.
Emotional Core:
Midea transforms functional innovation into emotional comfort, helping people truly feel “at home.”
Brand Expression:
Midea – brings genuine coziness to your home.
Social Media Direction
Midea’s 2025 global social media operation follows the AAI framework, guiding how each platform captures attention, builds affinity, and drives interaction.
- Fun & Playful: Create light-hearted, witty, and relatable content that sparks organic conversations.
- Trust Through Utility: Deliver save-worthy, shareable tips that make Midea part of people’s daily lives.
- Emotion in Everyday: Showcase authentic, warm household moments that connect emotionally with global audiences.
- Tone of Voice: Friendly, conversational, and human — always approachable, never corporate.
Visual & Creative Guideline
Use clean, bright, natural visuals that reflect real-life comfort and simplicity.
Products should appear naturally within human stories — moments that make viewers feel rather than just see.
The Midea logo and blue remain the visual anchors across all formats, ensuring recognition and consistency.
The download links for the attached PDF and PPT files are:
(Please download them first and then upload to the website for others to access.)
PLAYBOOK
Download Link: https://pan.baidu.com/s/1DD1v7d6XSbGt6561Sk6ahQ
pwd=xyud Code: xyud