Haier Thermocool Strengthens Retail Demand, Lifting Qualified Purchase Intent by 47%
Project Overview
Haier Thermocool wanted stronger demand generation for high-consideration appliances across retail and digital channels. Neukleos developed a campaign approach that connected product education, promotional urgency, and dealer visibility into one measurable growth system.
Background
Helping Shoppers Move from Comparison to Purchase
Appliance buyers often compare several brands, prices, features, and retail locations before deciding. The challenge was to keep Haier Thermocool top-of-mind throughout that journey while making it easier for shoppers to understand value and find nearby purchase options.
Strategy
Product-Led Storytelling with Retail Conversion Signals
We built product clusters around refrigerators, freezers, and cooling solutions, then paired benefit-led creative with retail prompts. Audience targeting focused on homeowners, new families, small business owners, and shoppers actively researching appliances.
Execution
Creative Variants, Dealer Support, and Measured Demand
We developed product education assets, promotional creatives, and short-form videos for paid social and display. Dealer-focused CTAs and location-led messaging helped convert interest into store visits, while campaign dashboards tracked engagement, product intent, and lead quality.
Results
47% Lift in Purchase Intent and 2.1X Growth in Dealer Enquiries
The campaign lifted qualified purchase intent by 47%, increased dealer enquiries by 2.1X, and improved cost per high-intent action by 33%. Product education content delivered the strongest engagement, especially for shoppers comparing cooling capacity and durability.
Conclusions
- High-consideration products need clear education before promotional urgency.
- Retail location prompts made digital interest easier to convert offline.
- Product-specific creative outperformed generic brand messaging.
- Dealer enquiry tracking gave the campaign a stronger commercial feedback loop.