Category: Home Appliances & Electronics
01. The Background
- Challenge: Midea is the world’s leading manufacturer of home appliances, launching the first line of germicidal washing machines, the Knight series, on the e-commerce platform. However, they face the challenge of convincing customers to switch to buying a new line of washing machines online without having to go to the electronics store.
- Objective: (1) Launch the Knight series of antibacterial washing machines on Lazada’s 27.03 birthday & (2) Increase sales on the Lazada floor.
02. The Approach
- Idea: Focus on boosting the key products with good promotions. Utilize 20 different content types to run testing.
- Media strategy: Facebook collaborative ads, KOLs livestream, PR.
- Communication strategy: The campaign is divided into 3 phases (Testing – During sale – Sale day) with the goal of introducing, reminding and promoting purchases.
03. The Result