Midea
An online communication strategy for Midea’s brand awareness campaign with the goal of maximizing coverage and video views.
Introduction
For Midea, a Chinese leader in Home Appliances and Air Conditioning, we were responsible for the conceptualization, production, and media planning of the brand campaign with national and international reach.
The project
The project included an in-depth analysis of the target audience to outline the media strategy, which dealt with maximizing the visibility of the video content produced on the main generalist social platforms: Youtube, Facebook, Instagram and TikTok.
In-depth
Anticipated by a Teaser video delivered on Youtube, the campaign is structured with the launch of a "Hero" video and several product cuts spread on Youtube, Facebook, Instagram and TikTok, with the aim of maximizing the number of views and optimizing the average costs of the adv for all social platforms involved.
It tells an expanded target audience of young families about the home no longer as a sacred place of the traditional family but an increasingly flexible and open space, ready to accommodate the vices and virtues of all who inhabit it.
The idea enhances the unconventional profile of the brand and focuses on the metaphor that everyone's home is like a Kingdom where everyone can be King or Queen in their own way.
Numbers
+127 Mln
Contacts reached
+10 Mln
Views
- 67%
Average CPM Actual Vs Forecast
- 52%
Average CPM Actual Vs Forecast