Home electricals brand Hisense ‘Showtime’ marketing campaign for refrigeration, hobs, hoods and ovens, saw an uplift of 39% in sales across the relevant categories in the period before Black Friday.
Hisense UK invested a six-figure sum into the campaign, which saw a 38% uplift in website visits for cooking products and an increase in engagements of over 20%.
The Showtime concept was created by global creative communications agency IMA and provided provided a story for its cooking and refrigeration range, framing home cooking as an essential and well-loved routine in our daily lives.
Director of client services at IMA Emily Crabtree said: “The key to this campaign was unveiling that many of us really enjoy cooking and home life, and now more than ever is a good time to savour the time we spend in the home.
“It’s not about tackling chores, it’s about celebrating the magic we can create in the kitchen.”
Influencer marketing played a focal role in the campaign, seeing Hisense and IMA team up with a number of social media personalities.
The influencers included Made In Chelsea’s Sam Thompson, TV presenter Alison Hammond and Britain’s Got Talent contestants Twist and Pulse.
As well as this, audio-visual assets were created to showcase the product portfolio’s features, and shoppers were given the chance to win Hisense products via social media.
Social media users were asked to get involved in the campaign, by sharing their content showing their own magic created in the kitchen and using the hashtag #DinnertimeShowtime.
Comedians Ed Gamble and James Acaster were briefed to take part in a recorded audio advert for podcast Off Menu, which reached over 820,000 impressions in just under two weeks.
A further 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 1.2million impressions to the activity.
Head of Marketing at Hisense UK Arun Bhatoye said: “Almost 40% 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 twelve 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.”
Hisense was recently named a brand to watch in the 2020 Domestic Appliance Awards organised by market research company Kantar.