With the Spring Festival approaching, the shopping spree has become an indispensable part of consumers. New Year's goods are not only to create a New Year's atmosphere, but also to carry consumers' good expectations for the new year. Aiming at the market demand, Midea broke the situation with "new", closely followed consumers' expectations for the "New Year, New Atmosphere", and successfully created a unique Midea New Year's Festival, which not only strengthened the close connection with consumers, but also further realized the explosion of brand voice.
"New" ideasStrong breakthrough, emotional marketing resonates with consumers
In this new year of 2024, everyone has a beautiful vision for a new life, hoping to bid farewell to the boredom of the past and welcome a new beginning. Midea keenly captures consumers' expectations for "new", and subverts the traditional New Year advertising gameplay through four fast-paced short segments full of reversals, successfully attracting consumers' attention while interpreting the smart life after the New Year.
In addition to the innovative theme TVC, Midea has also combined a number of its products to carry out a series of young creative gameplay from multiple perspectives such as topics, talents, and scenes. In this New Year's Festival, Midea worked closely with Wang Qiye, Meunier, Huihuizhou and other short ** head experts, focusing on the theme of "using the new year to live a beautiful year", from the perspective of users, comprehensively shaping many New Year scenes such as "Chinese New Year's Eve Dinner Urging Marriage", "New Year Advertisement", "Long-distance Lovers Confession" and so on. These scenes are cleverly integrated into Midea's human sense technology series products, such as Midea's human sense technology leader III household ** air conditioner, which can easily cope with the test of the four seasons and create comfortable natural air; The fresh air machine restores the natural pure air; The microcrystalline taste preservation refrigerator restores the natural freshness of the ingredients and ensures a green and healthy diet; The smoke-free smoke stove set restores natural and healthy breathing; The quick-tender electric pressure cooker restores the natural tenderness and deliciousness; The dust-free sweeping and mopping robot restores the natural and clean environment; Comfortable skin feeling, vitality washing and drying set restores the natural and comfortable touch. This "new" way of emotional marketing vividly interprets the concept of a "new" way of opening up life during the Midea New Year Festival, which not only resonates with consumers, but also further enhances consumers' sense of identity with the brand.
All-round and in-depth grass planting, multi-dimensional scenes** show the height of the brand
While linking with the top talents, Midea also continued to deepen the brand planting strategy. Through cross-border combinations and creative experts to create popular models on the short **platform, Midea has comprehensively demonstrated the "new" changes brought by smart home appliances to users. These ** have carried out comprehensive and multi-dimensional scenes in multiple channels such as pre-screening advertisements in theaters, Douyin information flow advertisements, Weibo hot searches, WeChat Moments, terminal stores and e-commerce platforms**, which not only build momentum for Midea's New Year's Festival, but also show the height of Midea's brand.
In addition, Midea has also created a social exclusive topic of "New Year, New Ride, More Beautiful Life", and launched interesting interactive gameplay such as challenges, crowdtest tasks, and small flying boxes. These activities triggered the active participation of users, allowing users to deeply experience the brand concept of "beauty of human sense technology - always put people's feelings before technology".
Online and offline global communication, "true feelings" service enhancedActivitiesInfluence
In order to further expand the influence of the event, Midea carried out online and offline global communication during the New Year Festival. While the **Shang** platform continues to expand the volume of the topic, Midea also uses the short ** platform and major shopping platforms to issue many benefits such as product coupons and coupons, and the "new" coupons for the New Year have stimulated consumers' desire to buy. In addition, Midea also has an in-depth insight into the beautiful needs of consumers to welcome good luck in the New Year, and many stores have landed good luck lucky bag solitaire activities, and at the same time created offline New Year's goods market activities and fully opened two new services of Midea's community 0 yuan door-to-door measurement and formaldehyde testing.
Looking back on the entire Midea New Year's Festival, from the interpretation of the "new" theme to the step-by-step play of the global position, all of them demonstrate Midea's in-depth insight into the hearts of users and the successful use of innovative marketing strategies. I believe that in the new year, Midea will continue to bring more intelligent experience to users with high-quality products, considerate services and innovative marketing methods, and open up more interesting interactions.