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Haier Engages with Indian Consumers on Social Media

12-19 2014

Haier India Successfully concludes the online festive contest – Play Higher, Win Haier; Announces winners

New Delhi, 19 December, 2014: Haier, one of the largest Home Appliances & Consumer Electronics brands worldwide and world’s No.1* brand in major appliances, with an aim to increase the digital engagement with consumers, successfully concluded the ‘Play Higher, Win Haier’s festive campaign this November. The contest was designed to provide an opportunity to consumers to win jackpot prizes by participating in the online offer on Haier India Facebook page and Haier India Twitter channel.
Diwali is the most exciting part of the year and is considered the start to the great Indian festive season, therefore becomes the biggest buying season for Indian consumers. To add to the festive cheer, Haier came up with a unique combination of offline and online festive offers for its consumers which enabled the brand to increase the digital engagement to the next level. Commenting on this, Shanta Roy Sanjeev, Head- Marketing, Haier India, ‘The objective of the campaign was to maximize consumer engagement during the festive season and add excitement to the festive cheer by extending our offline festive offers to the online medium. 
The ‘Play Higher, Win Haier’ online campaign allowed consumers to participate in online contests and win jackpots, which further increased their interaction with us.’ As part of the campaign, Haier India’s Facebook Page registered a reach of more than 2 lakh users within a span of 5 days. The contest required the participants/consumers to use a scratch card that they received on the purchase of a Haier product which revealed a unique code.  The code was entered on the dedicated Haier Facebook page and then gave them a chance to turn the slot and save/lock the highest number according to them.  Basis this winners were announced every week according to the highest locked number in the database. The winners won jackpot prizes in the form of Haier microwave, LED TV, Refrigerators etc.
Haier’s official Twitter handle was also customized for the for the festive season to resonate with the overall look and feel of the Play Higher, Win Haier contest. The contest was held on 20th October that lasted two hours, generated participants interests through interesting questions on Diwali’s mythological history like which famous Gurudwara’s foundation stone was laid in 1577 on the day of  Diwali, and other questions. This engagement led to maximising the Twitter engagement of the company with more than a 1 crore timelines reached. The winners were awarded with XXX
About Haier India
Haier India is a 100 percent subsidiary of Haier Group, which is one of the fastest growing consumer durables companies in the world. Haier is world’s no. 1 brand of Major Appliances* for the 5th consecutive year, as per Euromonitor. Haier is also world’s no.1 brand in Refrigeration appliances, Home Laundry appliances, Freezer and Wine Chillers. The company initiated its commercial operations in January 2004. It offers a wide range of products in all of 7 categories like Panels (LED/LCD TV’s), Water Heaters, Refrigerators, Wine Cellars, Washing Machines, Water Heaters and Deep Freezers. Every Haier product stemmed from innovation and technology and has been inspired and designed keeping the day-to-day customer needs in mind. Haier has its manufacturing facility at Ranjangaon in Pune district of Maharashtra, which has capability to manufacture Refrigerators, CTVs and Washing Machines. Haier is upgrading the new facility with state-of-the-art equipment' to create a Research & Development facility for refrigerators. Haier is known for introducing innovative products in the country and is best remembered for its revolutionary Bottom Mount Refrigerators, launched for the first time in India followed by the patented Double Drive technology in Washing Machines. LCDs with motion gaming technology, Washing machines with NZP (Near Zero Pressure) technology, 3 door refrigerators with smart convertible space, Water heaters with music functions are examples of continuous innovation at Haier for the Indian market.
About Haier Group
The Haier group was set up in 1984 in Qingdao, China. In just over two decades as per Euromonitor Statistics of 2003, Haier was ranked as the 2nd largest Home Appliances brand in the world. According to Euromonitor statistics of 2008, Haier branded Refrigerators have been ranked as number 1 worldwide. The group has emerged as a top multinational, manufacturing a wide range of home appliances and consumer electronics products with 15 Industrial Parks globally including USA, Europe, Middle East, Africa, and South Asia other than its robust presence in China. Haier’s revenues have shot up fourfold since 2000 with an annual Group turnover of 180.3 billion yuan, US $ 29.5 billion. Haier has 24 industrial parks, 5 R&D centers, 66 trading companies, 143330 sales outlets and more than 70,000 employees around the world.The product range comprises of over 15,100 models in 96 categories. Continuous innovation is the soul of Haier’s corporate culture. Haier has been widely recognized as a leader of nine products in terms of domestic market shares and the 3rd player of three products in the world market and world-class company in the fields of home integration, network appliances, digital and large scale integrated circuits and new materials. Haier has long attached significance to innovation in satisfying the demands of worldwide consumers and realizing win-win performance between Haier and clients. Haier has currently obtained more than 7,000 patented technology certificates and 589 software intellectual property rights. Haier has hosted and taken part in modification of about 100 technological standards. Haier technology of safe care water heaters and dual drive washing machines has been proposed to the IEC Criteria. 
For more information, please contact: Ragini Vasishtha| ragini.vasishtha@2020msl.com