Electrolux names social partner for APAC and Middle East

Electrolux Group has reappointed Hashtag Interactive to manage social media duties following a closed door pitch. The agency is currently tasked to strategise and execute its social media content hub for the premium home appliance brand in APAC and MEA. This time around, Electrolux expanded Hashtag Interactive's role to include social media planning and community management for the Singapore and Malaysia markets.

The agency was also appointed as the social media content hub to support the launch of luxury home appliance brand AEG in the APAC and MEA region. The appointment for the social media content hub will be for one year, with the option to extend till 2025.

With both premium brands under its purview as well as overseeing the Group’s social media content hub, Hashtag Interactive will be responsible for delivering consistent, high quality, and on-brand turnkey social content every month that local markets can adapt and execute onto their respective pages. The agency was appointed for social duties for a year last year, shortly after it worked with Electrolux for a campaign which wrapped up in December 2020. 

Jacques Reyes, regional head of brand for Electrolux APAC and MEA, said Hashtag Interactive has proven that it can curate on-brand relevant content for its markets in APAC and MEA. "We have worked with them closely for over a year now and we are impressed by how well they have managed to translate our brand messaging into content that has been very well received in our markets," he added.

Reyes added that Hashtage has also shown to be more than just another digital marketing agency. " With the expansion of the business, Hashtag has been integral to keeping our team at the forefront of digital trends. We look forward to building a deeper partnership with them as we continue to grow our brands in APAC and MEA," he said.

According to Hashtag, working with two premium names under one umbrella, each with their distinct branding, is also a big ask for the agency, but one that is proving to whet the juices of its creative team. Chris Costello, creative director for design said Eectrolux and AEG are international brands with strong branding and distinct points of view.

"Our challenge was to make sure that they stay on-brand, appeal to their target demographic, while also coming up with new ways to make the audience sit up and take notice — all while making sure that our output would appeal to APAC and MEA," Costello said. This can be quite a challenge for the agency as APAC and MEA are considered to be Electrolux's fastest growing regions with the most potential and are also the most diverse. 

Mina Sunico-Chin, managing partner of Hashtag Interactive, told MARKETING-INTERACTIVE that the expansion of the portfolio to include social media planning and community management starting with Singapore and Malaysia and extending to other markets will allow the team to explore locally-driven engagement content and push the brand's focus on sustainability in a way that speaks to each local market.

"We have some exciting campaigns lined up this year that will be opportunities for us to push the sustainability envelope and support the brand's focus on that. We’re also being more nimble in finding opportunities for learning and sharing best practices with the regional teams, based on the data that we see and feedback received," she added.

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Electrolux picks agency for regional social media content hub duties