Facing the widespread ignorance of dishwashers, BoCheng created a “magnet for traffic” for the brand Haier during the November 11 Shopping Festival. Via online and offline channels, we coverted traffic into sales.
Based on exhaustive analysis on key user scenarios, we relate dietary habits with local characteristics to dish-washing problems. As for the online channel, multi-platform and -scenario brand exposure via KV, social poster, TVC, long report image helped the brand reach consumers, build an approachable and professional brand image and establish brand presence in marketing scenarios. As for the offline channel, three distinctive pop-up shops in Beijing, Shanghai and Chengdu - three typical cities of South China, North China and Central China - immersed consumers in pleasant shopping experience and drove them to buy dishwashers.
The campaign’s total impressions hit 63,160,000+. Haier realized a total sales of CNY 170 million with 36,800 dishwashers units sold, representing a 3.8% increase in the market share.
BoCheng's Haier x Finish A Bite of China November 11 Marketing Campaign won three Tiger Roar Awards, namely, Bronze Award for Scenario-based Marketing in the Marketing category, Excellence Award for Marketing of General Home Appliances, and Excellence Award for Integrated Marketing in the Marketing category. Tiger Roar Awards, the most influential comprehensive award in China’s digital brand marketing, are selected based on online review by a grand jury of over 800 professionals and the panel discussion and review by 118 final judges. Moreover, Haier x Finish A Bite of China is also competing for the 2023 IAI Awards and Spikes Asia 2023. As of now, the campaign has stood out of 3,755 entries, and has been selected as a finalist for IAI Awards. Winners will be announced later this June. This awards competition helps BoCheng build up more experience of taking part in international awards and contests.
