haier fridge-freezers increased market share by 350% with ... · the haier brand, including 44,304...

2013

haier fridge-freezersincreased market shareby 350% with magazines

Haier is Asia’s second-largest white goods manufacturer but was a new entrant to the UK. The company needed to establish itself quickly, challenge established brands and position itself at the premium end of the market.

MEDIA AGENCY

PUBLISHER

PLATFORM

AUDIENCE

OBJECTIVE

MEDIA USAGE

MAGAZINES

Havas

Immediate Media

Print, tablet, digital, social media, video

Buyers of white goods

Establish Haier as an innovative premium player

Magazines

BBC Good Food

Unique ‘MyZone’ feature positions white goods brands

for more information visit magnetic.media

Alongside display advertising, advertori-als helped to explain the idea of the ‘MyZone’ compartment. Online video, featured on the BBC Good Food homepage and relevant recipe pages, helped to showcase the middle section in action.

An iPad competition to target the magazine’s social media followers provided an almost immediate mea-surement of return on investment and allowed refinement of the digital activity as the campaign progressed.

From a base of zero, a BBC Good Food MyZone competition led to 89k positive interactions with the Haier brand, including 44,304 ‘likes’ from BBC Good Food Facebook fans, and 37K Twitter followers from BBC Good Food’s Twitter following. All this liking and interest was not just academic either. MyZone Fridges increased Haier UK and Ireland share of sales by 350%.

Amid a wall of white goods, Haier’s products use innovative features to achieve standout. Haier's fridge-freezer included a hybrid ‘MyZone’ central section which can be used as either a fridge or freezer. An integrated partner-ship with BBC Good Food magazine provided an ideal showcase for this innovative and flexible feature. Combin-ing print, digital and social media, the campaign created a perfect environment to tell the ‘MyZone’ story and bring this USP to life.