Hisense

The Objective

Increasing brand awareness

Hisense is a multinational appliance and electronics manufacturer based in China. As an official sponsor of the 2022 World Cup, Hisense aimed to enhance its international brand image and elevate its global influence by capitalizing on the tournament hype. It adopted an omnichannel, full-cycle strategy with a series of marketing activities around the theme of "Perfect Match" in Qatar, the United Arab Emirates, and Mexico.

Hisense partnered with TikTok and badged TikTok Branded Effects Marketing Partner Nanjing Sky Rocket to launch the #HisensePerfectMatch Branded Hashtag Challenge. The goal was to increase product awareness and create excitement around the brand.

The Solution

Using a Gamified Branded Effect to scale visibility

Because the 2022 World Cup was held during the same time as Black Friday, Hisense was able to combine its Black Friday and World Cup marketing campaigns on all channels, maximizing the value of the traffic brought by the two events.

Hisense worked with Nanjing Sky Rocket and the TikTok for Business team to develop a virtual reality football game that utilized 3D stickers to drive deeper user engagement and interactivity. Users were prompted to move their bodies to avoid barriers and pass the challenge. If they completed the game, they earned virtual football trophies as rewards, while images of Hisense's core products were displayed to increase product awareness.

The creative team also incorporated its offline bus tour, held in Qatar and UAE, into the campaign by adding a bus-shaped progress bar to the top of the Branded Effect. These elements created a fully immersive environment and allowed users to feel the fun of the World Cup with the #HisensePerfectMatch Hashtag Challenge.

To further increase awareness, Hisense ran a series of ads throughout TikTok, including TopView, Reach & Frequency, and Top Feed ads. Hisense also partnered with Brazilian football legend Kaká as a brand ambassador. Kaká helped drive participation by inviting his TikTok fans to play the Gamified Branded Effect. He also engaged 20 creators to take part in the challenge.

The Results

Sparking strong brand appeal and excitement

With the help of creators, the #HisensePerfectMatch Hashtag Challenge was a massive hit, attracting celebrities and creators to join the campaign. The Gamified Branded Effect further boosted enthusiasm and excitement among audiences.

The challenge generated 830 million, 500 million, and 550 million video views in Mexico, UAE, and Qatar, respectively, within just five days. The campaign results and video numbers exceeded expectations and increased Hisense's brand appeal in the target markets.