Introducing Haier to the Benelux market
through a full-funnel media strategy
General Context
Haier, a global Chinese multinational primarily known for its innovative household appliances such as washing machines and refrigerators, officially entered the Belgian market in September 2024.
This market entry was supported by a first campaign wave running from September to November 2024, followed by additional waves from April to June 2025 and again from September to November 2025. An always-on SEA layer has been active since September 2024.
While the initial focus was on Belgium, the campaign scope was later extended to the Netherlands. As Haier does not operate its own e-commerce platform, sales activities are mainly driven through reseller partners.
The campaign therefore pursued a dual objective: building visibility and awareness for Haier as a new brand in the market, while simultaneously stimulating traffic and sales at reseller level.
Campaign Objective
Position Haier as an innovative household appliance brand in the Benelux market
- Establish brand awareness and visibility in Belgium and the Netherlands
- Introduce Haier as a credible player within the household appliance category
Drive traffic toward reseller partners
- Increase traffic to the Haier website
- Generate more final clicks from the Haier website to reseller websites
b2p strategy / Approach
Structuring a phased full-funnel media strategy to support market entry
To support Haier’s launch in Belgium and the Netherlands, blue2purple implemented a full-funnel media approach adapted to a reseller-driven sales model and deployed across successive campaign waves.
Optimizing media activation across the funnel
DOOH:
Activated in key cities, strategically located near Haier’s main reseller partners to build local visibility.
Video:
YouTube used as a key awareness driver across all campaign waves.
Social media: Meta (Facebook/ Instagram) and TikTok activated across awareness, consideration and conversion stages, with geotargeting on major Belgian cities and progressive rollout in the Netherlands.
Display:
Used for DOOH audience retargeting, interest-based targeting (household appliances) and website visitor retargeting.
Paid Search:
Google Search activated from September 2024 as an
always-on layer to capture high-intent traffic and drive
redirection to reseller websites.
XtraSocial:
Integrated during mid- to lower-funnel phases to reinforce
consideration.
Bol.com Branded Shelves:
Activated in the final wave to support Haier’s presence on Bol.com ahead of Black Friday.
Bol.com Branded Shelves:
Activated in the final wave to support Haier’s presence on Bol.com ahead of Black Friday.
XtraSocial:
Integrated during mid- to lower-funnel phases to reinforce
consideration.
Paid Search:
Google Search activated from September 2024 as an
always-on layer to capture high-intent traffic and drive
redirection to reseller websites.
Display:
Used for DOOH audience retargeting, interest-based targeting (household appliances) and website visitor retargeting.
Strategic insights from a wave-based, cross-channel approach
- Full-funnel orchestration: Clear role assigned to each channel, from awareness to reseller redirection.
- Cross-channel consistency: DOOH, social, video, display and Paid Search activated within a single, coherent media framework.
- Progressive optimization: Channel mix and funnel emphasis refined across campaign waves and markets (Belgium – Netherlands).
Results
28% New users
18.67% Internal link click rate
28.67% Reseller click rate
