Haier: #AdaHaierAdaRaya

Branded Content and Digital Video Campaign

CHALLENGE

The COVID-19 outbreak led to the first-ever social distancing Raya celebration. During this time, leading home appliance brand Haier Malaysia needed a fresh idea to stand out from their competitors and remain relevant.

#AdaHaierAdaRaya

STRATEGY

As most Malaysians stayed home during the Movement Control Order (MCO), video consumption peaked. This influenced our strategy of leveraging on trending formats and platforms, Facebook Live and TikTok.

Facebook

Why Facebook Live?

Facebook reported that its live broadcast views experienced a 50% increase during this time.

Why TikTok?

TikTok

TikTok’s users are consistent with Haier’s target audience, which are users aged between 17-34, and they were also keen on increasing their follower base.

EXECUTION

We conceptualised the campaign #AdaHaierAdaRaya, which comprised of a two-part execution.

#AdaRayaAdaHaier

‘Health Tips with Haier’ Facebook Live

We collaborated with local celebrity Zara Zya to host a 2-day Facebook Live event featuring health and home maintenance tips while highlighting Haier’s latest online product deals. These were trending topics in Malaysia during the MCO period.

For a wider reach, we partnered up with media agency, Innity, to host watch parties on high traffic Facebook pages and acquired Facebook Live media buy.

Results
  • 161K cumulative views
  • 823K cumulative reach
  • 28K cumulative engagement
  • 4.3% average engagement rate per session – hitting the average benchmark
#AdaRayaAdaHaier
TikTok

Haier’s Hashtag Challenge on TikTok

We activated the #AdaHaierAdaRaya branded hashtag challenge on TikTok. All users had to do was post a video of themselves re-creating a specific dance routine while wearing blue, Haier’s colour, to a 15-second bespoke festive song made in collaboration with Qactus Studio.

We engaged local influencers Rose Nicotine, Nick Syaf, and Sharifah Sakinah to spearhead the challenge and inspire users to participate. We also leveraged on hashtag challenge media buy for six days to boost the videos’ reach.

Results
  • >40M views on the
    hashtag challenge page
  • 50K user-generated
    video submissions
  • +15% engagement.
    video submissions
  • 93x increase.
    11.6K followers gained

“The campaign results proved that Facebook Live and TikTok are great ways to connect with our consumers – especially the younger demographic. Despite the short time frame in these uncertain times, Kingdom Digital was able to execute the campaign seamlessly and delivered high awareness and engagement.”

Julian Thean, Senior Marketing Manager at Haier Malaysia

Read the full Haier case study

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