Hisense has reported that its ‘Showtime’ marketing campaign heralded a 39 per cent uplift in sales across various categories in the period before Black Friday last year.
The global home electricals giant began its campaign in November 2020, driving its portfolio of refrigeration, hobs, hoods and ovens to the fore.
Hisense UK invested a six-figure sum into the campaign, which saw a 38 per cent increase in website visits for cooking products and an increase in engagements of over 20 per cent.
The Showtime concept was created by global creative communications agency IMA and provides an underlying narrative for the brand’s food preparation arm, which was initially launched in 2018.
The campaign served to provide a story for Hisense’s cooking and refrigeration range, framing the kitchen and home cooking as an essential and well-loved routine in consumers’ daily lives.
Influencer marketing also played a focal role in the campaign, seeing Hisense and IMA team up with a number of key social media personalities to bring some of Hisense’s products to life. The influencers included Made In Chelsea’s Sam Thompson, TV legend Alison Hammond and Britain’s Got Talent alumni Twist and Pulse.
As well as this, there were supporting audio visual assets and consumers were given the chance to win Hisense products via social media mechanics.
Comedians Ed Gamble and James Acaster were briefed to take part in a recorded audio advert for their cult favourite podcast Off Menu, which was successful in reaching over 820,000 impressions in just under two weeks. Another 350,000 impressions were generated with supplementary voice-recorded ads running across other popular podcasts throughout the Showtime campaign. The campaign was amplified with video ads on You Tube and paid social adding a further 1.2m impressions to the activity.
Arun Bhatoye, Head of Marketing at Hisense UK, commented: “Almost 40 per cent uplift in sales is testament to a really successful campaign in a truly challenging time. With digital marketing becoming more prevalent than ever before in the last 12 months, lots of brands are vying for their voices to be heard and we can say with confidence that our message really resonated with our audience.
“Our ethos is to create products that look great and offer simple solutions for the everyday, allowing our customers to enjoy their leisure time – and I think Showtime has really encapsulated that.”