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21iLAB in support of Haier air conditioners

Made to measure strategic video-content, made in response to consumer needs.

Milan, April 2022 – 21iLAB is a data driven company that leverages its data analysis skills to redefine methods and workflows based on scientific information.

Haier Air Conditioners Italia, starting from the objective to provide its customers with explanatory and supportive content, asked 21iLAB to study the needs of its consumers, to provide them with adequate, comprehensive and appealing answers.

The result was an accurate and qualitative video-content creation project, based on the careful analysis carried out upstream: the videos produced have been studied ad hoc to answer the specific and most frequent questions of Haier customers or anyone who is approaching the air conditioners market trying to orient themselves in the purchase choice. Search engines are a precious source of information: a win-win strategy, as the consumers will see their doubts effectively resolved and at the same time the performances of the contents posted on the Web will be optimized as they are guided by the keywords most researched by the target of interest. Alongside, a careful study of the competitors and of the content proposals already created and published has allowed the definition of a characteristic and distinctive style for the production of Haier videos.

A project completely in line with the Haier approach, which has always seen the customer at the center of the experience. Each customer is a unique individual, which needs to be approached with the implementation of dedicated experiences: such as the Haier “Smart Home”, a smart home modeled on the different lifestyles of customers.

With the video-help created by 21iLAB, Haier A / C Italia will further guide its customers in all the key phases of the experience: from the moment of choice, typically characterized by the arising of doubts and questions, to the needs deriving from the use of the solution purchased, including the maintenance aspect.

Simone Radaelli, CEO of 21iLAB, is enthusiastic about the project developed with Haier A / C Italia, which follows the previous content creation work managed for the brand: “21iLAB aims to be a real strategic partner for its customers: with Haier A / C Italia we work in this direction, aiming at maximizing results and creating projects with high added value thanks to the precious contribution of our talents “.

Agnese Ranieri, Marketing Manager of HAIER A / C ITALY TRADING SpA, strongly wanted to add an extra gear to the project started with 21iLAB in 2021: “Why not put the real needs of customers and possible prospects at the center of our digital communication strategy ? We overturn standard working methods and produce content solely on the basis of customer needs, in the philosophy that distinguishes us:  “zero distance with consumers”. A technical and strategic partner like 21iLAB has allowed us to effectively analyze the demand for information already active on the web “.

The video tutorials, shot and made with the internal team at 21iLAB, are part of a strategic editorial plan that will include scheduled publications on the main social media and digital channels of the company.


21iLAB, the multi-award winning and multicultural Digital Solutions Partner, is based in Vaduz and has offices in Zurich, Milan and Bolzano. In numbers: over 19 years of experience, 8 languages ​​spoken by a team of more than 37 experts.

With curiosity and passion at the helm, which keep the focus on innovative technologies and marketing insights, 21iLAB designs and implements tailor-made digital solutions focusing on the customer and responding to the demand of a rapidly evolving market.

Haier A / C (Italy) Trading S.p.A. Unipersonale – In Italy, Haier A / C (Italy) Trading S.p.A. Unipersonale is present in Milan with offices dedicated to variable volume systems, and in Revine Lago (TV) where it exclusively distributes air conditioners in the professional Italian market of direct expansion. The company is owned by the multinational Haier, the 1st brand in the world for large household appliances (Euromonitor data) and the only Chinese company to have invested in Italy with its own structures. To be closer to customer needs, Haier A / C Italy is present throughout the country with: 4 peripheral logistics to ensure a fast and timely transport service; 38 representative agencies in the area; over 350 qualified service centers.