The 20 Best Consumer Electronics Marketing Campaigns in China

Radar Report #7 features insights into the 20 best consumer electronics campaigns in China and the 6 marketing trends driving their success.

In the fast-evolving electronics industry, six key trends are driving brand engagement and audience reach. These trends include sports sponsorship, tech innovation, enriched cultural experiences, IP collaboration, user-generated content, and a focus on public welfare.

Brands covered: Apple, Sony, Samsung, Xiaomi, Lenovo, TCL, Haier, Redmi, Miele, Bose, OPPO, Fotile, Insta360, Taobao and Tmall.

Trend 1: Sports Sponsorship 

Lenovo title sponsorship of the Shanghai F1 Grand Prix on April 16th boosted brand recognition. Featuring F1-themed content on Weibo, WeChat, and RED, Lenovo also showcased a striking Bund installation. Engaging short car videos and co-branded gifts drove social media buzz, with the #F1 Lenovo Chinese Grand Prix hashtag reaching over 110 million reads and 550K discussions.

TCL sponsored the LPL Spring Season Playoffs to engage Gen Z. They provided tournament updates on Weibo, inviting fans to comment for a chance to win tickets and co-branded items. Collaborating with LPL, TCL launched promotional videos and teamed up with popular influencers, boosting engagement. This campaign successfully reached the younger demographic, garnering over 180 million views on Weibo.

Haier co-hosted the 2024 Qingdao Marathon on April 21 to boost brand visibility. They promoted the "Haier Running Team" on Weibo, RED, and Douyin with teasers and on-site innovations. Interactive experiences and gift packages further engaged the audience. The event garnered over 170 million views on social media, significantly enhancing Haier's brand awareness and engagement.

Trend 2: Tech Innovation

Samsung AI pop-up event promoted the Galaxy S24 to young Chinese women. Influencers and celebrities engaged attendees with AI experiences and contests. The #AI才知道 campaign on RED and Weibo encouraged sharing for a chance to win prizes. The event's hashtag garnered over 84 million views, showcasing strong audience participation.

TCL "Human Future Fantasia" campaign targeted youth with technology and innovation. They hosted expert panels and partnered with Dirty Monkey Studio for short films. The campaign's hashtag on Weibo earned over 21 million views, showcasing high engagement and interest from the youth audience.

Tmall "Digital Fantasy City" popup showcased AI and AR tech, attracting tech-savvy consumers. Promoted on Weibo with the #DigitalFantasyCity hashtag, the event featured digital promos on Tmall and Taobao. Offline, Tmall hosted a tech fest with demos and prize draws, generating nearly 3.3 million views and 20K discussions on social media.

Trend 3: Cultural Experience 

Apple new flagship store in Shanghai blends local culture into its design. The grand opening featured magnolia-themed decor, artist workshops, and commemorative gifts. Promoted by influencers on Douyin, RED, and Weibo, the event garnered over 210 million views on social media.

Xiaomi #CapturingUrbanImages campaign showcased local culture and cuisine through videos and photos. Promoted on Weibo and WeChat, the campaign featured KOLs and influencers, sparking discussions and photo contests. It achieved over 300 million views and 250K discussions on Weibo.

Redmi promoted its latest smartphone at the Weifang Kite Festival with a giant 5000ft dragon kite. Collaborating with kite artisan Ying Hongwei, Redmi launched the #扬帆起飞千米巨龙来了 hashtag on Weibo. They also shared videos and held contests, engaging users with kite-themed designs. The campaign achieved nearly 9.4 million views on Weibo.

Miele celebrated its 125th anniversary by collaborating with Chinese intangible cultural heritage artisans. They promoted this through exhibitions, themed videos, and social media campaigns on Weibo and Douyin. On RED, users could check in for brand badges and join a blind box draw for special gifts. The campaign garnered over 500K views on social media.

Trend 4: IP Collaboration 

Bose and LABELHOOD launched a limited-edition product with a pop-up event, blending fashion and tech. Promoted on Weibo and RED, the campaign featured runway earbuds and a "Music Never Stops" night. It garnered over 43 million views and 80K discussions on social media.

Redmi partnered with Harry Potter, launching a new themed phone line with a major online event. Promoted on Weibo and RED, the campaign featured celebrity endorsements and interactive pop-ups in Beijing. The #魔法世界独家记忆 hashtag drove engagement, achieving over 150 million views and 400K discussions on social media.

Samsung partnered with Hongshan Zoo to promote the Galaxy S24's new AI camera features. The #SamsungAdoptCuBao hashtag on Weibo, RED, and Douyin highlighted the campaign, featuring posts and videos from celebrities. At the zoo, visitors enjoyed AI photography with animals, while KOLs joined for promotions. The campaign amassed nearly 300 million views and 700K discussions across platforms.

Xiaomi partnered with PANDA FACTORY to launch panda-themed gift boxes, promoting them with the #XiaomiPandaCustomGiftBox hashtag on Weibo and RED. They offered panda-themed wallpapers and tutorials by KOLs. In Chengdu, an offline store featured a panda display for product demos. The campaign garnered over 84 million views on social media.

Trend 5: UGC

OPPO and Ctrip Travel launched the #ProtectHabitatWithMe campaign on Weibo and RED, promoting UGC and engaging users with photography tasks. They invited photo submissions and reviews for a chance to win travel prizes. The campaign amassed over 200 million views on Weibo, nearly 10M views on RED, and over 100K discussions.

Sony and RED launched the #SpringGoodShot campaign at Hangzhou's West Lake Turtle Pond, hosting a Spring Photography Picnic with tutorials and photo opportunities. Attendees could test Sony cameras and share UGC on RED for prizes. The campaign achieved 35M views on RED.

FOTILE "Butterfly Wings: Transformation" art exhibition promoted its new water heater, encouraging UGC on RED with the #SpringButterflyBath hashtag. The event featured installations by 4 artists and celebrity Wang Zhi, inviting users to share check-in photos for prizes. The campaign garnered nearly 144M views on RED.

Trend 6: Public Welfare

Xiaomi Mi Fan Charity Month focused on ecology and wildlife protection. They hosted bird protection and beach cleanups in ten cities, and a bird photography contest with prizes. Promoted on Weibo and WeChat, the campaign garnered over 126M views and engagements.

Insta360 Mother's Day initiative featured a short film with cancer-stricken mother Dong Jing, using VR glasses to fulfill her wish. The film, shared on Weibo, RED, and Douyin, was part of a charity campaign, pledging 1 yuan for every repost. It garnered over 2.2M views and 25K reposts within three days.

Taobao and Tmall's "Tech Aid" initiative, in partnership with Zhejiang Disabled Persons’ Welfare Foundation, promoted digital solutions for disabled students. Shared on Weibo and WeChat, the campaign used the #TechForEngagement hashtag and received over 150,000 views, showing strong support.

Resonance is a digital / social media marketing agency based in Shanghai, China. Our service is “everything digital x social marketing”. We’ve been around since 2008 and have done great work for many of the world’s most well-known lifestyle brands. Visit us on the web or email us to find out more.

Radar Report is a monthly report we distribute to clients, partners, and industry peers. It’s a useful way to track the latest, most interesting brand and platform strategies, allowing readers to see new trends as they develop, one case study at a time. Click here to subscribe to the report.