Home appliances and electronics · Daikin
How Detektif Daikin turned brand recognition into preference
Daikin built the Detektif Daikin content IP to move from brand recognition toward preference. The client study records more than 28 million total views in one year.
Published 5 October 2026
Total views
Recorded across the documented one-year period.
Before examples
Range across the four examples shown in the deck.
After examples
Range across the six examples shown after the new IP.
Content IP
Recurring persona built to support brand preference.
01 · CHALLENGE
The starting point
Daikin's stated goal was to turn brand recognition into brand preference. Before the new content IP, four examples in the supplied study recorded 1,852, 1,857, 3,898, and 2,123 views.
02 · APPROACH
What Xander changed
Xander built Detektif Daikin as a recognizable content IP: a recurring character and educational format designed to make Daikin easier to remember and associate with the idea of the number-one air-conditioning solution.
03 · OUTCOME
What happened
Examples shown after the new IP recorded 235,000 to 1.4 million views. The documented one-year period reached more than 28 million total views and established a recurring organic audience around Detektif Daikin.
MEASUREMENT NOTE
How these results were measured
Figures are transcribed from the client-provided Study Case deck created on 21 September 2026. The deck shows four before examples, six after examples, and a one-year total-view figure. It does not disclose exact post dates, platform definitions, paid support, spend, audience overlap, or brand-lift methodology. The result documents content performance and the intended brand association; it does not independently prove a measured change in brand preference.