美的非洲杯2025整合营销助力销售增长与品牌提升 | Midea’s AFCON 2025 Campaign Delivers Strong Results in and Brand Awareness

• Leveraging customized creatives that seamlessly integrated event sponsorship with product messaging, enhancing brand affinity and traffic

• During the campaign period, we’re observing a strong lift across all of major markets in Africa, reaching over 40% YOY sell out increase from all categories

The combination of entertainment-driven content and performance-focused assets enabled Midea to effectively bridge brand awareness and sales conversion, maximizing return on marketing investment.

Beyond commercial results, the AFCON campaign significantly enhanced Midea’s brand presence in the region:

Through localized storytelling, AI-driven creatives, and KOL collaborations, Midea successfully positioned itself as a more youthful, relatable, and consumer-centric brand during one of Africa’s most important cultural moments.

The campaign adopted a social-first, mobile-driven strategy, leveraging platforms such as Meta, TikTok, and YouTube to maximize reach and engagement:

KOL collaborations further amplified campaign performance, generating over 2.6 million impressions and 30,000+ engagements, strengthening brand affinity and resonance with local audiences.

To effectively convert brand awareness into purchase, the campaign extended into offline retail environments through large-scale POSM deployment and in-store activations.

Covering 1,000+ stores with over 9,000 POSM materials, including tent cards and shelf branding, Midea significantly enhanced visibility at the point of purchase. Combined with fan-zone activations and mall events, the campaign brought engaging experiences directly to consumers—boosting interaction, strengthening product presence, and driving sell-out performance.

Setting the Foundation

for Long-Term Brand Growth

The success of the AFCON 2025 campaign highlights Midea’s capability to leverage major regional events to drive both short-term business performance and long-term brand equity. Building on these results, Midea will continue to:

• Invest in sustained brand-building initiatives

• Transition from campaign-based engagement to always-on consumer interaction

• Strengthen localized content and platform-specific creative strategies

The campaign further solidifies Midea’s brand presence in Africa, supporting its ambition to become a more recognizable and preferred home appliance brand while driving continued regional growth.

The success of the AFCON 2025 integrated marketing campaign not only demonstrates Midea’s ability to achieve both brand and sales growth through major regional events but also reinforces its long-term strategic commitment and localized operational capabilities in the African market. By integrating multiple online and offline touchpoints, Midea successfully built a full-funnel marketing approach—from brand awareness and consumer engagement to sales conversion.

Looking ahead, Midea will continue to strengthen its brand investment across Africa, enhance localized content and consumer engagement capabilities, and explore innovative marketing approaches to further elevate brand influence and market competitiveness, driving sustainable long-term business growth.

本次活动在规模和效果上均表现出色，共计实现超过9.62亿次曝光和185万次点击，显著超出初始目标。

这一优异表现直接转化为实际商业成果，推动相关市场销售增长，具体体现在：

娱乐化内容与效果导向素材的结合，使美的成功打通品牌曝光与销售转化，实现营销投资回报最大化。

除商业成果外，本次 AFCON 非洲杯营销活动显著提升了美的在区域内的品牌影响力：

通过融合本地化内容表达、AI 创意短片以及 KOL 合作传播，美的成功在非洲这一重要的文化节点中，树立了更加年轻化、贴近消费者的品牌形象。

本次活动采用以社交媒体为核心的移动优先策略，充分利用 Meta、TikTok 和 YouTube 等平台，实现广泛触达与高效互动：

同时，KOL 合作进一步放大传播效果，实现超过260万次曝光和3万+互动，提升品牌好感度，增强与本地消费者的共鸣。

为实现从品牌曝光到销售转化的有效衔接，本次活动深入线下零售场景，通过大规模 POSM 物料投放及门店激活强化终端触达。

活动覆盖1,000+门店、投放9,000+POSM 物料（包括台卡、货架陈列等），显著提升终端陈列曝光。同时结合球迷互动区、商场活动，将互动体验直接带到消费者身边，有效提升用户参与度、产品可见度，并推动销售转化。