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Haier
From Plan to Action
In 2024, Haier optimized its digital strategy with Rocket Digital, achieving record B2C revenue in a single year.
Client and Context
Haier, a global leader in major home appliances, offers advanced technology, superior design, and premium experiences. Its range includes connected appliances for laundry, refrigeration, cooking, air conditioning, and high-quality televisions. It is part of the Haier Smart Home Group.
The company launched its ecommerce business in November 2023. In March 2024, it decided to make a strategic shift by partnering with Rocket to drive digital sales.
Challenge: Increase Sales by Improving the Efficiency and Profitability of Digital Campaigns.
Before the partnership, Haier faced several challenges in its digital ecosystem:
- No optimized structure for Google Ads and Meta campaigns.
- Low performance in terms of ROAS and sales volume.
Strategy
Campaign Optimization and Restructuring
Search, Shopping, and PMax campaigns were reorganized, removing underperforming campaigns and strengthening key categories.
Focus on Performance Max and Shopping
Investment in these formats was increased to capture active demand more effectively and improve the conversion rate.
Precise Audience Segmentation
More precise audience signals were implemented to improve relevance and conversion.
Alignment with Key Events
Strategic planning for high-impact moments such as Black Friday and Cyber Monday
Continuous Monitoring and Optimization
Continuous KPI analysis for real-time optimization.
Conclusions
The first year of collaboration between Haier and Rocket Digital was a success, consolidating the brand's digital presence and establishing a solid foundation for future growth.
With an evolving strategy, new optimization opportunities, and greater investment in key channels, this partnership is set to continue improving Haier's performance across the digital ecosystem.