Changing the Channel on "Made in China"
Hisense, China’s largest television brand for over 13 years and the world’s third largest television manufacturer, set its eyes on the U.S. market in 2010, however retailers and consumers initially dismissed the brand as just another Chinese fast-follower with basement prices and questionable quality.
The brand – seen as innovative and premium in its homeland – challenged Kwittken to raise its perception among American consumers so that it could move beyond selling the cheapest TVs in the U.S., and introduce premium technology via U.S. retailers.
Kwittken’s strategy was two-fold: open the doors wide, educating media, key opinion leaders and consumers about Hisense premium technology, while simultaneously elevating the brand’s reputation.
Leverage the Consumer Electronics Show as a “coming out party” for the brand, hosting a media day to unveil products to over 200 journalists. Invite technology influencers on a first class trip to Hisense headquarters in Qingdao, China.
Hisense was featured in hundreds of placements and garnered over 2 billion media impressions, achieving a media share voice three times the size of its market size. Shifting perceptions were most evident in the sales results – for the first time, Hisense achieved distribution at every major consumer electronics retailer in the U.S.
Media impressions garnered6x Increase
In sales from non-budget retailersNamed USA Today "Best Buy"
For Hisense H877% Increase
In consideration by TV purchasers