Midea announces first-ever US brand campaign
Midea America Corp. launched its first US cross-platform marketing campaign on June 15th. The campaign is headlined by a 60-second hero spot that will be supported across CTV and social media. Three more 30-second spots will be released later this month. The ads star the company's celebrity ambassador and chief idea officer Sam Richardson. Midea worked with its new full-service AOR, Pereira & O'Dell, on the campaign.
According to Pathmatics, Midea earned 11.4m impressions YTD through Instagram ads (64%), desktop display ads (26%), Facebook ads (8%) and mobile display ads (3%). It placed 100% of these ads directly onto sites such as instagram.com, walmart.com, amazon.com and facebook.com. It spent around $76.5k on digital display ads YTD, a 42% decrease from $131.1k spent in this channel during the same time period of 2021. Full-year spend dropped 44% from $1m in 2020 to $562.6k in 2021.
Sellers-- Midea is currently focused on building brand awareness in the US more than targeting a specific demographic. However, the company's household appliances most likely appeal to a millennial and Gen-X audience. The company currently utilizes a digital-first marketing strategy with a heavy emphasis on social media ads. It has been decreasing spend over the last two years, but I predict it will ramp spend up soon, considering it just launched a campaign. Sellers should reach out soon to score some extra campaign ad dollars.
Agency & martech readers-- Midea recently named Pereira O'Dell its full-service AOR, meaning that the account is likely secure. I believe it also works with Sublime Communications on digital and experiential. You will likely have the best luck picking up project-based work from this company for the time being.