The Campaign

In August 2013, Blueair decided to change the suffering situation of low awareness and market share compared to the competitors in China when it challenged us to help it double sales volume virtually from average 10,000 to 20,000 units. Together client and agency reach that goal by quickly designing and implementing an immediate six-month, strategic digital and social media campaign to capitalize on the peak-selling season (September 2013 – February 2014). Since the digisphere was new territory for Blueair, which had no online presence to speak of. Given the seasonal urgency, however, it was open to only strategic choice that could even have a chance to deliver the desired results. We firstly identified the most susceptible consumer/users in tier 1 cities, the targets were then matched with their most important online touch points - Wikis, Weibo, online forums, and SEO (search engine optimization) to assure precision targeting, reach and frequency, we built up a Blueair social eco-system. As results, we created 191,676 social buzz, 60 times than 3,004 before the campaign roll-out and over 100 million social impressions. The sales revenue increased by 500% from August, 2013 to February, 2014. Average monthly sales volume increased 200%, from 10,000 units to 30,000 units. Blueair products were even out of stock in early Jan, many KOLs and media even came to ask for priority to buy the products. Blueair has become the NO.1 brand in terms of market share in premium air purifier segment in China.

The Brief

Our goals are: - Double Blueair sales volume through increased share of share of social media voice - Measurably increase Blueair brand awareness and, preference and purchase intent among key opinion leaders, existing consumers and potential consumers.

Results

- Generated 191,676 bits social buzz - 60 times increased. - The average Baidu Search Index doubled from 231 to 576. - Blueair official weibo followers increased by 17,000% from 2,933 to 500,000, page view reached 20,000,000. - 100 million social impression earned. - Blueair relevant information can be easily searched on 1st page of Baidu search engine - Fully engaged 60+ owned media and KOLs from different fields to speak for Blueair. - Increased sales revenue by 500% during 6 months campaign. Average monthly sales volume increased 200%, from 10,000 units to 30,000 units, 10 times more than IQAir, 50 times more than Austin, top 2 competitors of Blueair. Blueair products were out of stock in early Jan, Many KOLs and media even came to us to ask for priority to buy the products. - Blueair has now become the NO.1 brand in premium air purifier segment in China.

Execution

The Blueair digital social eco-system included the most popular platforms and tools available in China: Wikis, Weibo, online forums, and SEO to assure precision targeting, reach and frequency. - Set up Weibo to wage the battle for Blueair online, building up Social ID ‘Mr. Blue’ to plan daily content and monthly interaction to deliver product information while advocating the pure Nordic lifestyle associated. - Employ Wikis and SEO to move Blueair to the top of relevant Baidu searches. - Create comprehensive user experience content on forum segments like home deco channel, Baby care channel, etc. to further reach primary targets. - Monitor relevant air pollution news and redistribute them daily combining with social hot topics. - Create KOLs pool with 20+ prominent KOLs with specific professional backgrounds including pediatricians, chemists, IT, doctors and nutritionists and 40+ owned media to bring brand closer to its targets and maximize social buzz.

The Situation

Air quality is a huge health, consumer and political issue in China and a remarkable commercial opportunity for makers of premium air purifiers. As demand for air purifiers has exploded in major urban centers, well known manufacturers IQAir, Sharp, Daikin, Austin and Broad captured the market and dominated. Sweden-based Blueair however has been in China since 2006 but until now suffered from low awareness and market share compared to the leaders.

The Strategy

Precise targeting was the first analytical maneuver. Identifying the most susceptible consumers in tier 1 cities: the generally upscale early adopters, families with new babies, expats, pet owners, asthmatics, purchasers of new home or renovations and selected hospitals. They were matched with their most important online touch points: content preferences and channel imperatives, decision-make habits and sensitivities to specific hot and health topics. Based on this understanding, it was decided to tailor-make content that would live online and powerfully persuade consumers that Blueair is the only sensible choice for purification. This notion would be spread by placement online that would spur digital and social media engagement and be further propelled by a variety of E-influencers. It was also decided to leverage the widely held belief in China that the Nordic countries are especially clean and pure and employ that notion as a potent message theme throughout the campaign.