Haier's Innovative Magnet Cover Campaign: Achieving Pre-Launch Sales & Expanding User Touchpoints

Haier strategically combined a media press conference for new product announcement and a store display proposal for retailers before the release, securing in-store introduction negotiations based on their proposed plan. This pre-launch strategy achieved significant results, as evidenced by approximately 240 million yen in advertising equivalent effect reported by media shortly after the release.

Haier's valued partner, Bic Camera, implemented a limited-time campaign offering a magnet cover as a gift with refrigerator purchase. This promotion was successful in generating consumer interest, resulting in approximately 10% of customers purchasing a magnet cover alongside their refrigerator even after the campaign ended.

In fall 2023, Haier will further amplify user engagement with the opening of a temporary 'Haier Cafe' in Tokyo's Roppongi district. The cafe will showcase the evolution of magnet sheet designs, expanding the exhibition from in-store to outside and increasing user touchpoints. Additionally, two renowned designers will be invited as guests to showcase their own magnet designs, elevating the brand's image and driving further interest in the innovative magnet sheet technology.