CASE STUDIES
Midea Canada
Midea Canada’s strategic marketing campaign boosted brand awareness and sales through cultural relevance, influencer partnerships, and high-engagement content. By tapping into trending topics and showcasing product value through storytelling, the campaign drove 120% growth in brand searches, 20W+ total engagement, and 300+ UGC posts, leading to product sellouts on Costco.ca and East Coast stores.
Market Strategy | Influencer Marketing | Content Marketing | Digital Advertising | Media Buying | Social Media Management
From Underrated to Unstoppable
How Midea Won Over Canada
Challenge / Opportunity
Midea, a globally recognized smart home brand, faced significant challenges in establishing itself as the top provider of smart kitchen and home appliances in Canada. Despite its strong reputation and product value, the brand encountered fierce competition from both well-established local brands and other Chinese brands vying for market share. Limited brand awareness among Canadian consumers further complicated its positioning, making it difficult to drive trust and differentiation. Additionally, with an already saturated market, Midea needed a strategy that not only increased visibility but also resonated with potential buyers to drive conversions and long-term growth.
Solution
To enhance brand awareness and establish a favorable perception, Midea Canada implemented a localized market strategy that emphasized cultural relevance and consumer lifestyle integration. The campaign leveraged key themes such as home cooking, family bonding, and national pride to create an emotional connection with Canadian consumers. By positioning Midea as a brand that seamlessly fits into the everyday lives of families and home cooks, the campaign successfully highlighted its product value beyond functionality.
A robust content strategy was deployed to drive engagement and maximize exposure. High-engagement content formats, including product showcases, tutorials, and immersive experiences, were created to align with trending topics like “Hotpot at Home” and user-generated recipes. Midea collaborated with strategically selected influencers, including moms, family-oriented creators, and home and food influencers, who reinforced brand trust through relatable storytelling, product demonstrations, and authentic testimonials.
To drive sales and customer conversion, Midea emphasized its unique selling points—cutting-edge technology, affordability, and superior performance—across digital and retail channels. Influencers played a key role in showcasing the products in real-life usage scenarios, while digital advertising and social media campaigns captured consumer intent. These efforts led to increased purchase motivation and strengthened brand affinity, ultimately translating engagement into sales.
Outcome
The campaign significantly elevated Midea’s brand awareness, leading to a 120% increase in searches for "Midea Canada" on the Rednote app and over 20W+ total engagement across social media and influencer-led content. The surge in user interaction validated the effectiveness of the strategy, as consumers became more actively involved with the brand through content consumption and product inquiries.
Beyond engagement, the campaign successfully drove tangible business results. Over 300+ user-generated content posts contributed to an organic expansion of Midea’s digital footprint, while the increased demand led to Midea’s products selling out on Costco.ca and in physical stores across the East Coast. By combining a culturally resonant marketing approach with strategic influencer partnerships and targeted digital efforts, Midea Canada solidified its presence in the Canadian market, achieving both short-term sales success and long-term brand equity.