Haier (www.haier.co.uk), who have been ranked No.1 Major Appliances Brand for 15 consecutive years by Euromonitor*, has just announced a significant boost in its marketing investment for 2024. The comprehensive ATL campaign will see a 400% increase in media investment, demonstrating Haier’s commitment to growing its brand presence and engaging with its target audience.
The 2024 marketing mix will include a strong focus on TV with Haier featuring across Channel 4, SKY, and mainstream TV programming and also across cinema advertising, featuring across alongside films such as The Fall Guy, Challengers, and Kingdom of the Planet of the Apes.
The campaigns creative concept, across TV, OOH, digital and social, is set around “A gesture is a small act that can create an Extraordinary Connection’ and demonstrations a new strategic approach through emotional storytelling, ensuring that Haier’s innovative and premium products and Artificial Intelligence technology are highlighted to the right audience. The TV campaign is set to kick off from the 3rd week of May in the UK.
As part of the ‘Haier Boost’ campaign, Haier will continue to collaborate with celebrity brand ambassador Nisha Katona and other influential figures to drive awareness in the UK.
In addition to TV & cinema, Haier will maintain an ‘Always ON’ approach to social media and digital advertising. The brand will target aspirationals and urban techies across popular platforms such as Facebook, Instagram, Google, and Taboola. This multi-channel approach will ensure that Haier remains at the forefront of consumers’ minds throughout the year.
PR and events will continue to play a crucial role in Haier’s 2024 marketing strategy. The brand aims to maintain its visibility in the press for all products including the new ID Series and the X Series 11 washing machine and tumble dryer range, to continue to win prestigious awards to further strengthen its brand trust and quality perception among consumers.
To further enhance its brand presence, Haier will also launch an intuitive out-of-home advertising campaign in key sites across London in Canary Wharf and Stratford, Manchester Arndale and Piccadilly, and Liverpool, featuring adverts for targeting consumer’s real time. The two-week campaign is set to start from 3rd June, ensuring that Haier’s message reaches a wide audience in these major cities.
Haier’s significant investment in its 2024 ATL campaign demonstrates the brand’s commitment to growth, innovation, and connecting with its target audience. With a comprehensive mix of TV, social media, digital advertising, PR, events, and out-of-home advertising, Haier is poised to strengthen its position as a leader in the household appliances market.
(*Source: Euromonitor International Limited; Consumer Appliances 2024, % share of units, 2023 volume sales data)
