Taken the advantage of the complex COVID-19 pandemic, Midea has successfully launched their new product line “Knight Series” – antibacterial washing machines during the Lazada birthday sale 27/03. However, Midea faced one obstacle: customers are not willing to purchase high-value electronic products through e-commerce platforms.

THE APPROACH

1. Idea: Focus on boosting the key products with good promotions. Utilize 20 different content types to run testing.

2. Communication strategy: The campaign is divided into 3 phases (Testing – During sale – Sale day) with the goal of introducing, reminding and promoting purchases.

3. Media strategy: Facebook collaborative ads, KOLs livestream, PR.

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