Aligned with its sport-o-tainment marketing strategy, Haier looks to continue to strengthen consumer connections by investing in premier sporting events worldwide. Currently it has teamed up with Disney-Star for the T20 Cricket World Cup. Haier India said that it recognises the significant impact of sports, particularly the unifying zeal of cricket in India, which brings together people from diverse backgrounds. Understanding this opportunity, the brand aims to deepen its connection with millions of cricket enthusiasts and fans by strategically integrating its brand into the digital landscape.
Driven by the youth and leveraging new-age marketing strategies, the brand said that it focusses on high-impact sports marketing to strengthen customer connections, build brand awareness, enhance brand loyalty, and drive business growth in the Indian market. Digital is a key area of focus with more than half of its marketing spend going there.
Earlier the brand had tied up with JioCinema for the IPL. It had also partnered with the Roland-Garros tennis tournament as the Official Partner. Additionally, the brand welcomed Ana Ivanovic as its global sports brand ambassador. This association it explained highlights its dedication to the youthful, sports-loving consumer segment and reinforces its commitment to excellence. The collaboration Haier explains aligns with its mission to deliver performance through innovations, creating more opportunities for engagement and growth.
Besides the Roland-Garros Tournament, Haier is partnering with other tennis events for 2024 and 2025 including Mutua Madrid Open, the Nitto ATP Finals, Rolex Paris Masters. The ATP 500 Hamburg Open tournament and two ATP 250 tournaments, Playa Laguna Croatia Open Umag and the European Open (Antwerp), complete Haier events’ portfolio in tennis.
Medianews4u.com caught up with Priyanka Sethi, Head of Marketing, Haier India to find out more.
Q. Could you shed light on Haier India’s Sport-O-Tainment strategy and how it came about?
For the last 20 years, customer centricity has been at the core of Haier India’s growth trajectory. Understanding the pulse of our customers, last year we revamped our marketing strategy to combine the synergies of festivals and sports to tap into the premium audience. Under our Sport-o-Tainment strategy, we tapped into India’s immense passion for sports and festivities, seeing this as a perfect opportunity to deepen our connection with customers.
Last year, we leveraged Diwali, which coincided with the World Cup, to introduce our very first AI-generated “Do-Do Diwali” video campaign. The campaign gained wide traction, celebrating the festival of lights while capturing the cricket excitement in India. The collaboration served as a platform for Haier India to spotlight its lineup of innovative products, reflecting the brand’s dedication to harnessing technology and creativity. It also helped us reach millions of homes and deepen connections with customers, boosting brand awareness, enhancing loyalty, and driving business growth in the Indian market.
Building on last year’s success, we began 2024 by engaging cricket fans worldwide, showcasing Haier India’s innovative products through our partnership with IPL 2024. This initiative aimed to foster brand loyalty, reach millions of Indian homes, and connect with the younger generation and premium customers. Additionally, we capitalised on the ICC T20 Men’s World Cup by partnering with Star Sports HD as the official Broadcast Sponsor. The various partnerships under the Sport-o-Tainment marketing strategy have delivered significant results, contributing to substantial brand growth and awareness over the past year.
Q. When Haier associates itself with sport is the goal brand building for the long term or pushing sales?
Haier India has collaborated with several major sports events such as the Indian Premier League, ICC World Cup, and Roland Garros French Open recently. Through these partnerships across varied sports genres, we have successfully reached millions of sports enthusiasts and deepened our connection with premium consumers globally. These sports partnerships have provided extensive visibility, enhanced brand credibility, and fostered stronger brand loyalty among sports enthusiasts and premium customers.
Each of these partnerships had a specific agenda tailored to its unique audience. Our presence on connected TV during the World Cup 2023 and IPL 2024 gave us access to a wide and premium audience base. By engaging with the distinct fan bases of different sports, such as cricket and tennis, we achieved extensive reach across diverse segments, maximising our impact and connection with various consumer groups.
Q. Is the company’s TG for sport males 15-35 NCCS A, B?
Haier focusses on the NCCS AB 25-44 customer segment in India due to the significant opportunities this demographic presents for business growth and brand development. The NCCS AB 25-44 segment, characterised by high disposable income, tech-savviness, and quality-consciousness, is ideal for premium, innovative products. Their brand loyalty and influence boost word-of-mouth referrals, while their urban concentration and growing purchasing power align perfectly with Haier India’smodern, smart, and efficient home appliances, driving sustained business growth.
Q. How is the association with premium tennis events helping build brand relevance?
Under our Sport-o-Tainment marketing strategy, we aim to reach diverse sports enthusiasts and premium customers. Through our recent partnership with the prestigious tennis event, Roland Garros, our goal was to engage with young and affluent tennis fans seeking innovative appliances that enhance convenience and smart living. This collaboration allowed us to connect with our target audience, particularly the premium audience, who prioritize elegant design, customisation, and top performance—values that resonate deeply with Haier India’s ethos. Through this partnership, we strengthened our brand as a provider of exceptional, personalised experiences.
Q. Did Haier India target the entire country on JioCinema? Or were specific markets looked at?
Through our recent partnership with JioCinema for IPL 2024, Haier India adopted a nationwide approach to specifically target the youth, sports enthusiasts, and premium consumers across the country. Recognising the IPL’s immense influence and popularity, Haier India successfully established a genuine connection with Indian fans and engaged meaningfully with audiences nationwide. By partnering with JioCinema for IPL 2024, we tapped into the league’s vast fan base, capturing a significant share of audience attention.
Q. Haier India is also on-board Star Sports’ broadcast of the T20 World Cup. But isn’t it riskier compared to the IPL should India not progress far?
Recognising that cricket in India is more than just a sport—it is a religion—and understanding the unique, nationwide fervor that the World Cup evokes, we have proceeded with an exciting partnership with Star Sports for the T20 World Cup. It is a new age strategy to strengthen our relationship with the consumers. Our multi-faceted campaigns to engage fans throughout the tournament will ensure an impactful mindshare regardless of India’s performance.
These initiatives are carefully crafted to sustain audience engagement and strengthen the connection with Haier’s brand identity. To amplify our efforts, we have capitalised on the peak summer season as well to establish how our customer centric innovations will enable the modern Indian customer to have the best World Cup experience this season. Leveraging a multi-channel digital-first approach, we have initiated some social media and digital campaigns tailored to engage fans throughout the tournament, irrespective of India’s performance. These initiatives include interactive campaigns, contests, and social media challenges, strategically designed to maintain audience engagement, and foster a strong connection with Haier’s brand presence.
Q. What percentage of Haier India’s marketing spend will go towards sports in 2024?
In 2024, Haier India has allocated around 60% of its marketing budget to digital channels, with the remaining 40% going to traditional media. This reflects our response to evolving customer expectations, especially in the digital landscape where diverse choices are prioritised.
Recognising this digital-first mindset as an opportunity, Haier aims to excel through hyper-personalized marketing strategies, aiming for heightened brand recall. Our emphasis on sports is crucial, enabling us to forge meaningful connections with customers by aligning their passion for sports with our product excellence.
Consequently, a significant portion of our marketing spends at both global and local level will be dedicated towards Sport-o-Tainment campaigns in 2024. This underscores our commitment to leveraging sports as a cornerstone of our customer engagement strategy, reinforcing our brand’s resonance in the market.
Q. Apart from the IPL does Haier India see value in other local leagues like the PKL, ISL?
Haier India values the impact of local leagues like the Pro Kabaddi League (PKL) and the Indian Super League (ISL) in establishing meaningful connections in various regions and boosting brand visibility locally. Our past collaboration with the Kickstart FC Women’s football team in Karnataka is a prime example, showcasing our significant brand presence in the region. While we remain observant of other local sporting events, our primary focus remains on executing our Sport-o-Tainment strategy. We recognize the rising popularity of sports like football and kabaddi in India, providing an opportunity for brands to engage with a new generation of sports enthusiasts and foster enduring brand loyalty.
Q. What potential does Haier India see in leveraging CTV?
The surge in connected TV adoption reflects a significant shift towards the high-premium segment, especially in metropolitan and Tier-1 cities. The number of households using connected TV has risen from 25 million in 2022 to 32 million in 2023, while overall TV households saw a modest increase from 800 million in 2019 to 890 million in 2023.
Recognising this trend and potential, Haier India capitalised on the opportunity in 2023. Our marketing investments for both the IPL and the World Cup prioritised digital channels, with a focus on connected TV and mobile platforms. This digital-first approach resulted in favorable ROI, enhancing impact and brand reach. Looking ahead to 2024, we anticipate even greater potential in CTV marketing and have aligned our investment plans accordingly.
Q. What role does AI play for Haier when it comes to marketing efficiency and boosting ROI?
Haier India is at the forefront of innovative marketing strategies, integrating emerging technologies like AI. Our ‘Do-Do Diwali’ AI-generated video campaign from last year stands as a testament to this commitment.
We also prioritise AI-led, data-driven insights for strategic decisions, tailoring offerings to meet evolving needs. This approach enhances customer satisfaction and loyalty, positioning Haier India competitively.
In addition to understanding preferences, Haier India assesses brand awareness and perception through surveys, market research, and customer feedback. These insights strengthen its brand position. By monitoring and analysing metrics, Haier India stays responsive to consumer needs, thereby driving sustainable growth.
