Dual Engines of Decision-Making, Igniting the 618 Explosion
Haier Refrigerators 618 Integrated Marketing Campaign
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Dual Engines of Decision-Making, Igniting the 618 Explosion
Haier Refrigerators 618 Integrated Marketing Campaign

Background Objectives

Currently, content/short video recommendations and live streaming have become absolute trends in marketing, especially during major e-commerce events. Across various industries, brand recommendations and live streaming are prevalent. Faced with a challenging competitive landscape, Haier, as a leading China's home appliance enterprise, needs a well-suited content marketing strategy.

Therefore, Haier's refrigerator series aims to achieve the following marketing objectives during the 618 campaign: communicate the distinctive advantages of different Haier refrigerator brands, enhance consumer awareness, meet sales targets, and consolidate its leading position in the household refrigerator industry amid the 618 e-commerce battle.
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Core Insights

We have identified three key aspects of content marketing: 'User Touchpoints, Content Touchpoints, and Audience Touchpoints.'
By delving into data dimensions such as target audience profiles and media preferences, we identify our audience more precisely.
From the brand's status, industry trends, and user concerns, we extract highly precise creative scenarios to captivate our target audience.
We identify more precise ways to reach by leveraging data on brand budget performance, KOL/livesteamer performance, and media performance.
In crafting a comprehensive marketing strategy for Haier, ensuring a successful and efficient engagement with the audience.
Strategic Implementation
After insightful data analysis, we have defined the theme for Haier Refrigerators' 618 content marketing as 'Ideal Living, Fresh Taste.' Centered around live streaming, we engage in multidimensional content creation, vividly presenting scenarios. The focus is not only on brand visibility but also on generating traffic and conversions. Deploying visual and textual content on key channels, short videos are dominated by Tmall, complemented by concurrent pull-in traffic on Douyin(TikTok).

Performance Explanation
During the 618 promotion, we propelled Haier Refrigerators to top the overall sales on all platforms, leading the industry with a remarkable growth of over 70%. In the realm of live streaming, a combination of store proxy broadcasting and PGC live broadcasts achieved a total transaction volume exceeding 23 million, with over 6 million viewers and an impressive 10,000+ users guided to make payments. In the realm of visual and short video recommendations, integrated communication efforts garnered over 4 million reads and guided over 100,000 people to enter the online store.
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