Introducing Haier to the Benelux market through a full-funnel media strategy

DOOH, YouTube, Meta, TikTok, SEA and Bol.com shelves across three waves. 28% new users and a 28.67% reseller click rate.

DOOH

SEA

Marketplaces

Social Commerce

blue2purple - Open fridge in a dark kitchen with a wall phone beside it

28%

new users

18.67%

internal link click rate

28.67%

reseller click rate

client

Haier

Pillar

Media & Performance

short sumary

Haier entered the Belgian market in September 2024 with 28% new users, an 18.67% internal link click rate and a 28.67% reseller click rate. blue2purple built a full-funnel media strategy adapted to a reseller-driven sales model, from DOOH near reseller stores to YouTube, Meta, TikTok, display, always-on SEA and Bol.com Branded Shelves. Three successive waves extended the scope from Belgium to the Netherlands.

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.

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.

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.

Optimising 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 and Instagram, and TikTok activated across awareness, consideration and conversion stages, with geotargeting on major Belgian cities and a progressive rollout in the Netherlands.
Display: used for DOOH audience retargeting, interest-based targeting on household appliances, and website visitor retargeting.
SEA: 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.

Strategic insights from a wave-based, cross-channel approach

Full-funnel orchestration: a clear role assigned to each channel, from awareness to reseller redirection.
Cross-channel consistency: DOOH, social, video, display and SEA activated within a single, coherent media framework.
Progressive optimisation: channel mix and funnel emphasis refined across campaign waves and markets, Belgium then the Netherlands.

28% new users.
18.67% internal link click rate.
28.67% reseller click rate.

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What our clients say.

Alina BuckE-Commerce Manager

Strategy & Inisghts

Media Activation

Data Intelligence

An extension of the in-house team

What I appreciate most in our day-to-day collaboration is how straightforward and transparent the blue2purple team is. Campaigns are proactively optimised, questions are answered quickly, and even on short notice requests I can rely on a fast and thoughtful response. It feels less like working with an agency and more like working with an extension of our own team.

Leander SaileHead of Digital Marketing

Strategy & Inisghts

Media Activation

Data Intelligence

Media that answers to business goals

"In blue2purple, we've found a partner that doesn't treat digital media and performance marketing as an end in itself but consistently focuses on our goals. What makes the collaboration so valuable to us is the combination of strategic thinking and reliable execution. We receive honest recommendations instead of off-the-shelf solutions, and on every project, we can feel that our success is the team's own ambition too."

Quentin Ginoux

Strategy & Inisghts

Creative Content

A partner that challenges assumptions

At Cash Converters Belgium, we have worked with the MMKM team (now blue2purple) for several years and have always valued their strategic vision, their ability to challenge assumptions and to keep evolving their recommendations. We are excited to see what this new chapter has in store!

Margaux PierresCoordinatrice Marketing & Communication

Strategy & Inisghts

Media Activation

Creative Content

A social strategy that feels like Färm

"Our biggest challenge was creating content for all of our stores, each with the right social media codes. MKKM, now blue2purple, understood the essence and values of Färm and translated them into a strategy that feels like us. Creative, responsive support that we rely on every day to grow our community."