Tefal, a leading kitchen and home appliances brand, wanted to strengthen its weak online presence and engagement levels in Malaysia. Compared to its competitors in the cooking appliance industry, Tefal Malaysia’s digital presence was lacklustre. Furthermore, Tefal in Malaysia was primarily perceived as a Chinese brand, which made it even more difficult to penetrate other markets.
Our digital team developed Tefal Malaysia’s social platforms and digital campaigns. After running several campaigns, we noticed a game-changing pattern that would realign Tefal’s overall strategy – the main audience that was actively engaging with Tefal online was the Malay market segment. Although everyone had thought of Tefal as a Chinese brand – which could be the case offline – it was the Malay audience that was more engaged online. Unaware of this, Tefal had largely undervalued an important customer segment all along. With this discovery, we then switched to a language-specific approach on social channels. Communicating in different languages would allow us to connect with different audiences and diversify reach.
Since the activation of its online engagement channels, Tefal Malaysia has enjoyed higher engagement with its audiences, in no small part due to the strategic shift to address the Malay market. The brand has managed to penetrate other local markets and move away from its predominantly Chinese brand image. The 2016 warehouse sales posting set a record 2,000 shares. Our digital team’s sharp observations helped Tefal successfully redefine its audience and rebrand its image.