Kärcher Malaysia, a resource-conserving cleaning systems provider, has appointed Kingdom Digital as its first social media agency for a year. The duties were previously handled in-house.
Kingdom Digital will be handling Kärcher Home & Garden’s Facebook and Instagram accounts, and supporting Kärcher on ideation and execution of strategic campaigns to drive customer engagement. The agency is tasked to carry out social strategy and planning, content creation, creative development, reporting, and more. Kärcher Malaysia was established in 1998 and currently has five centres nationwide.
In a statement to A+M, Kingdom Digital's spokesperson said it is currently focused on driving participation for Kärcher's Chinese New Year spend-to-win contest via social postings. The agency has also lined up a series of social content based on the big idea of “oddly satisfying feeling”. The content will cover three big pillars: providing more informational content about Kärcher, telling inspirational stories revolving around real-life stories with Kärcher, and educating the public about Kärcher products.
According to her, the agency will be targeting working adults and families with middle to high household income, and aims to showcase Kärcher as a "leading knowledgeable brand" that customers can rely on for valuable insights on cleaning and innovations.
"Besides functionalities, we also want to portray Kärcher as the constantly trustworthy friend that one can depend on for good advice on cleaning. Our tone and manner will be witty, as the world of cleaning can be fun with the right tools," the spokesperson said.
Meanwhile, Joey Christo Tang, assistant marketing manager at Kärcher Malaysia told A+M that the company hopes to emphasise more on digital marketing to capture its target audience and increase brand awareness with the Millennials.
Tang said said the company chose Kingdom Digital because the agency "put in a lot of effort" when it comes to researching for ideation and direction. The agency also gained its trust and confidence having worked with many blue-chip accounts and winning several awards, Tang added.
Edmund Lou, head of strategy at Kingdom Digital, said Kärcher wanted to connect with its consumers in a more relevant manner to be more human, as it is perceived as a very functional brand. "So, we took Kärcher’s famed cleaning prowess and combined it with the human satisfaction after cleaning to produce a rather unconventional yet relevant big idea - oddly satisfying feeling," he added.