Daikin: Thought Leadership Campaign

Overview

Background

Daikin sought to strengthen its reputation for technical expertise and customer service excellence in Hong Kong's residential and commercial air conditioning markets. The campaign centred on an in-depth interview with Alan Pak, a senior engineer from Daikin's Technical Solutions division with 18+ years of experience.

By positioning a senior engineer as a trusted expert voice, Daikin aimed to build consumer confidence, address practical concerns and differentiate itself from competitors in a crowded and commoditised category.

Objectives

• •Reinforce Daikin's positioning as a technical leader and trusted advisor
• •Generate credible, educational media coverage addressing real consumer concerns
• •Secure placements in mainstream news and lifestyle media
• •Support brand consideration during peak summer purchase season

Strategy & Approach

Radiance developed a thought leadership PR strategy that leveraged Alan Pak's expertise to create valuable, service-oriented content for media and consumers. Rather than focusing solely on product promotion, we framed the story around practical advice – installation tips, maintenance routines and troubleshooting guidance – that would appeal to editors seeking useful, expert-driven content.

We prepared detailed Q&A materials and media proposals tailored to different outlet types, ensuring the story could flex for news, lifestyle, property and consumer advice sections.

Key Activities

• ✓Expert interview strategy development and Q&A preparation
• ✓Bilingual press release drafting with practical consumer tips
• ✓Media proposal development tailored to news, property, lifestyle and consumer segments
• ✓Coordination of journalist interviews with Alan Pak
• ✓Media monitoring and coverage reporting

Results

The expert-driven approach successfully positioned Daikin as a credible, consumer-focused brand. Coverage emphasised technical quality and service reliability rather than promotional messaging, building trust with both residential and commercial customers considering air conditioning investments during peak season.