Appliance giant Haier launches its new multichannel marketing campaign this summer featuring celebrity brand ambassador Nisha Katona and other influential figures.
The company, which owns the Hoover and Candy brands, has increased its marketing spend this year by 400% in a bid to boost the brand’s awareness in the UK.
The TV campaign promises an emotional story based on the idea that ‘a gesture is a small act that can create an extraordinary connection’. It begins towards the end of May across Channel 4, SKY and mainstream TV programming, as well as inside cinemas with ads playing alongside major film releases.
In addition, Haier will be targeting aspirational consumers and ‘urban techies’ as part of its ‘always-on’ social media strategy whilst a two-week ‘out of home’ campaign begins 3 June at key sites across London, Manchester and Liverpool.
Together with PR events planned throughout the year plus a continued presence in the press with its new products and core technologies, Haier hopes the new campaign will reach a wide audience to strengthen its brand trust and quality perception among consumers.
