A ‘Haier’ Level Campaign To Tap Into Premium Audiences through Disney+ Hotstar’s Connected TV offering
Haier is a global leader in home appliances and consumer electronics and their target consumer group is affluent, digitally-driven individuals who look for innovation, quality, and a seamless digital experience. The brand wanted to run a campaign for their high-end products and sought to reach premium, affluent audiences. To achieve campaign success, Disney+ Hotstar Connected TV (CTV) offering became the perfect fit. Read on to find out more.
Objective:
Haier launched a brand campaign that positioned them as a premium and aspirational brand. For this campaign, the brand wanted to reach an affluent, digital-first audience during the festive season in October, when shopping is at its peak. Disney+ Hotstar’s CTV offering became the perfect fit as the brand utilised both General Entertainment Content (GEC) and sports to reach their target audience. By tapping into the platform’s exclusive entertainment content ecosystem, Haier aimed to enhance brand recall, showcase their innovative product range, and drive engagement among households that value quality, technology, and seamless digital experiences.
Connecting with High-Value Audiences
Haier’s target demographic includes premium, digitally-driven individuals who prioritize a quality life and high-end, technology-driven products. Recognizing the importance of aligning with their audience’s viewing habits, Haier adopted a strategic approach:
- Targeting Premium Viewers: Haier focused on Disney+ Hotstar’s viewers behind the paywall, who are typically households equipped with smart TVs, high-speed broadband, and subscriptions for exclusive, high-quality content.
- Entertainment and Sports Engagement: By leveraging premium General Entertainment Content (GEC) and sports programming, Haier ensured that their messaging resonated with the lifestyle and preferences of their intended audience.
Optimizing Reach and Frequency with CTV Billboards
Disney+ Hotstar’s CTV billboards provided Haier with a unique opportunity to dominate the digital space:
- Strategic Billboard Placement: Haier utilized multi-day CTV billboards for 9 days out of a 31-day period, ensuring 100% Share of Voice (SOV) during this time.
- Video Ads for Enhanced Impact: By combining CTV billboards with video ads, Haier optimized ad frequency, achieving a 40% incremental reach. These ads were strategically placed during top GEC shows and Taaza Khabar—the highest-performing show in October—to amplify visibility and reinforce brand messaging.
Engaging Disney+ Hotstar’s Exclusive Premium Subscribers
Disney+ Hotstar’s 1499 premium subscribers represent a hard-to-access yet highly valuable audience. Haier capitalized on this exclusive segment by:
- Sponsoring Live Sports: As the associate sponsor of the Premier League 2024-25 on Disney+ Hotstar in October, Haier seamlessly transitioned their audience engagement from GEC shows to live sports, further extending their reach.
- Leveraging L-Bands: During the Premier League tournament, Haier utilized L-band placements to maintain visibility and brand recall amongst the target audience.
Maximizing Impact with Multi-Edit Ad Campaigns
Haier’s ad campaigns were designed to highlight their innovative product range, including the Haier Ai DBT Series Washing Machine, OLED QLED Television, Haier Vogue Series Refrigerator, and Smart Sense Ai Refrigerator.
- Tagline Messaging: Ad creatives centered around the tagline: Haier – More Creation, More Possibilities, emphasizing the brand’s focus on innovation and limitless potential.
- Multi-Edit Length Creatives: By running ads across pre-roll and mid-roll slots with varying lengths, Haier ensured maximum exposure at all stages of content viewing, building stronger brand recall among audiences.
The Impact:
Haier’s strategy to run their campaign on Disney+ Hotstar was successful in creating a significant impact among premium audiences on the platform. The brand saw notable uplifts in metrics across all associations—including top GEC shows, CTV billboards, and the Premier League sponsorship. This multi-faceted approach not only optimized reach but also reinforced Haier’s positioning as a leader in innovation and quality.
Brand Speak:
