In a feature rich category, launching a new product in a market that has never heard of a global brand like Midea is super hard! How do we tie meaningful features into a consumer’s life and connect with them at the right time and on the right platform?
Our first step was to determine the best platform to use based on budget and relative to audience. Next was to determine which global assets could be leveraged and which would need to be customized to ensure brand consistency in market.
Once the platforms were defined and creative assets chosen, we then moved into media planning and creative execution against the suggested spend.
The campaign results were encouraging. Starting from zero demand in market and a website which was less than three months old, the Dishwasher campaign drove over 80% of the traffic to the site. While we did not sell out at retail, demand from our efforts lasted almost a full month post the campaign’s end date.
We were going to put something in latin (lorem ipsum) to see if you could find us, but we opted to keep it simple to get in touch.
If you prefer to kick it old school give us a call at 416-602-2095.
