Case Background
In Brazil, over 80% of people are Christians, making Christmas one of the most important shopping occasions locally.¹ And because Brazil is located in the Southern Hemisphere, Christmas falls in the summer, showcasing a style completely different from Europe and the US. Midea seized this opportunity to launch its new air conditioner, Xtreme Save Connect, during the hot summer of 2023, aiming to deepen its presence in local communities and boost brand awareness and preference through Tuke. In collaboration with Tuke for Business, Midea also leveraged Tuke influencers to tap into a broader market, achieving unexpected organic sales conversions for its $500+ high-ticket products.
Solution
As the largest market in Latin America, Brazil is also a rising force in the global economy. How to better integrate locally and make the market strategically significant was a key question for Midea after establishing its factory. Tuke, with its massive global user base and vibrant community ecosystem, entered Midea’s radar.
Beach Parkour to Enhance Product Perception
Based on its understanding of Tuke platform dynamics, Midea launched a challenge called #MisaoMideaDeNatal (Midea Christmas Mission), choosing creative stickers that could strongly interact with the target community.
With local temperatures soaring, how does Santa deliver gifts in Brazil’s 40-degree heat? The answer is—Midea air conditioners.
To highlight the air conditioner’s selling points, Midea and Tuke for Business designed an environment with a beach background, using the air conditioner’s rapid cooling feature as the key “coins” in the parkour game. Users play from Santa’s perspective, collecting air conditioner product elements and dodging obstacles like surfboards, accompanied by Midea air conditioners all the way home, ultimately winning coupons for air conditioner purchases.
To increase the quantity of quality content, Midea used Branded Mission to assign brand tasks to local influencers and active KOCs, requiring creators to use the provided branded stickers in their videos. Midea then selected high-quality videos for boosted exposure in the feed, increasing campaign visibility; more native content inspired ordinary users to participate and imitate.
The fun scene design and simple interactive format kept the challenge’s popularity rising, while market awareness and buzz for Midea’s new Xtreme Save Connect continued to grow throughout the campaign.
Lifestyle Influencers Integrate into Everyday Scenes
Since Brazilian users love to document everyday life and enjoy watching humorous skits, Tuke for Business suggested Midea collaborate with lifestyle influencers, especially couples, to enhance the sense of daily life and family in the content, creating more scenarios where the product brings positive changes to life.
Most influencer content this time was presented as skits, with couples humorously acting out the troubles brought by hot weather, naturally showcasing the core selling points in everyday scenes and cleverly integrating sticker features and product detail pages. This natural, inspiring content format not only sparked creativity among other users but also attracted a large number of unpaid influencers to join and imitate, resulting in widespread and deep brand communication.
Marketing Results
UGC Boom: The #MisaoMideaDeNatal (Midea Christmas Mission) campaign attracted numerous influencers, generating a large amount of high-quality UGC content and a broad cross-community effect. Total video views reached 95 million, and branded sticker submissions exceeded 9,500, far surpassing industry benchmarks.
Spillover Effect: The engaging interactive experience attracted over 20 million-level influencers to participate spontaneously, bringing 17M+ additional exposures. Moreover, the campaign drove impressive organic sales conversions for Midea’s independent site, with significant improvements in deep-funnel metrics such as purchase intent (+9.4%²), making it an outstanding case for $500+ high-ticket products.
