Haier’s project has put three famous Tik Tokers in the chair
Fifty students, including university and high school students, attended a training day in the classrooms of H-Farm in Roncade (Treviso) together with tiktoker Diego Fusina, Alessio De Santa and Marco Martinelli. The aim of the workshop organized by Haier (the multinational of air conditioners) is to learn the new and subtle art of communicating on TikTok, using the right languages and ways to convey messages, including advertising, through truly interesting content.
“Already last year a path to understand how to approach the world of young people and learn their language – explains Marco Matteo Stefani AD Haier AC Italy – It was a collaboration with the Monari Artistic High School with the presentation of projects in June 2022. On the other hand, we are interested in understanding social networks, these new languages that people of my generation make account, they struggle to use to find the correct terms and for this there is distance with young people. Just to give an example, I discovered this morning the difference between influencers and creators who are the guys who propose themselves on Tik Tok ”.
The workshop was divided into a training and dialogue moment between creators and students, introduced by the content marketing expert Miriam Bertoli, followed in the afternoon by a real creative workshop that saw the students divide into groups. Under the supervision of a creator, popular videos related to Haier’s technologies were made. With a completely professional approach: after studying the brief provided by the company, we moved on to drafting the script and a storyboard, to then tackle the moment of shooting and editing. All smartphone-friendly, trying to reconcile the attractiveness of the content for the general public with the commercial needs expressed by the company: the daily challenge of influencers and content creators.
“The company’s goal is to approach the young public and get closer to young consumers – continues Stefani – Today we are already oriented towards eco-sustainability to create products that are ever closer to the consumer. To get even closer, however, we must think of the new generations, because they will be our new consumers and therefore we must anticipate and understand the trends of the market as dynamic as it is today “