Driving Demand for Smart Appliances

There was a significant organic growth in positive conversations around smart home appliances following the launch of the Green Electrical Appliance Incentive program by the China government.

Planning & Execution

Leveraging these conversations, Text100 and NXP Semiconductor launched “NXP Smart Home Appliance Month”, a weibo-based campaign designed to complement traditional PR outreach by fostering discussion among engineers and end users within an NXP-branded digital space.

The campaign revolved around a two-week lucky draw to reward the most creative ideas and suggestions for smart washing machine functionality. Alongside the lucky draw, NXP and Text100 identified and gathered influential online personalities and trade media focused on semiconductors and home appliances to attend an offline experiential product session focused on NXP’s own smart washing machine solution, of whom half broadcasted the demonstration live on their perspective personal weibo pages.

Effectiveness / Results

The lucky draw generated rapid social media traction and volume for the campaign, with the first related tweet generating 162 retweets, 116 comments and almost 63,000 clicks – of which 15 per cent came from Tier One media and online influencers identified by Text100. In addition, there were 106 creative suggestions generated during the campaign period. The broader campaign generated numerous comments with ideas for smart washing machine functions – many of which were then retweeted and shared across influencers’ personal networks. NXP’s follower interactions on weibo more than tripled over the course of the campaign.

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The Campaign Asia-Pacific Team