An April launch of a range of vacuum cleaners in Russia has proven a big success. The models, with their rare handle controls, included the bagged 15A and 14D, cyclonic 14V, 31C and 13L and the handstick 14P.
Media channels used for the promotion included banner ads, and advertisements in popular printed publications and leading social networks, including Facebook, Instagram, and VK. The latter is the country’s leading social network.
The promotions were part of Midea’s global brand positioning, showing surprisingly friendly functions that helped customers make themselves at home. Dogs, who are not known for being friends with vacuum cleaners, were used in the series of photographs, which saw an encouraging engagement rate on social media.
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