Midea Pressure Cooker Influencer-Driven TikTok Sales : A New Experiment in the U.S. Market

Midea Pressure Cooker Launch in the U.S. Market: The brand aimed to boost sales on TikTok by collaborating with a large number of shopping influencers who produced promotional videos, complemented by targeted ad campaigns.

In selecting influencers, the focus was on those whose tags matched the product, such as cooking, family, and mom-related influencers, while strictly evaluating their GMV data. This was complemented by careful selection and deployment of ad materials to effectively achieve sustained GMV data and order conversion. The campaign centered around unboxing explanations, cooking demonstrations, and storytelling to highlight the product's versatility and ease of use. Additionally, it emphasized key selling points such as enhanced safety (lid locks during cooking for a completely sealed environment) and the smart delay timer (allowing cooking up to 24 hours in advance).

Over the course of three months, a total of 208 videos were released, garnering a total of 1,749,079 views. The average CPM was $8.91. During the campaign, a total of 895 orders were placed, generating a total GMV of $48,877.