Last November, Hisense UK embarked on our ‘Showtime’ marketing campaign on our digital channels. Since launch, we’ve seen a huge uplift of 39% in sales in refrigeration and cooking – and it doesn’t stop there!
Following investing a six-figure sum in the campaign, we’ve seen a 38% uplift in website visits for cooking products and an increase in engagements of over 20%.
We worked with global creative communications agency IMA to show how much the UK loves cooking up some magic in the kitchen, serving up a story for our cooking and refrigeration ranges, showing home cooking as an essential and well-loved routine in our daily lives.
“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.”
Explains Emily Crabtree, Director of Client Services at IMA.
Influencer marketing played a focal role in the campaign, and we teamed up with some incredible talent including Made In Chelsea’s Sam Thompson, TV legend Alison Hammond and Britain’s Got Talent alumni Twist and Pulse.
If you’ve been following our social media channels, you may have taken part in our Showtime competitions, where lucky winners took away brand-new Hisense appliances for a kitchen refresh. We also asked users to get involved in the campaign by sharing their content showing their own magic created in the kitchen and using the hashtag #DinnertimeShowtime!
Working with cult favourite podcast Off Menu, comedians and hosts James Acaster and Ed Gamble recorded an advert for the campaign that had a huge reach of 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.
Arun Bhatoye, Head of Marketing at Hisense UK says:
“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.”
For more information, please visit Make Dinnertime Showtime!