On Thanksgiving Day, November 23, Durex made a bold move that captured the attention of millions. The brand launched a massive campaign on Weibo, breaking through with 13 major brands in a cross-industry collaboration known as "commercial cross-blow." Among the participating brands were pens, and this innovative approach quickly became a textbook example of modern marketing, praised by both industry experts and netizens.
Over the years, Durex has consistently invested in creative marketing campaigns, which have been widely studied, analyzed, and celebrated. One of the most famous examples is Casa Di, an international high-end home appliance brand developed by Haier Group. It has even been featured in the EMBA curriculum at the University of Chicago Business School, highlighting its strategic brilliance.
Casa Di is inspired by Italian lifestyle and built using top global resources. While its products may score around 8 out of 10, its marketing strategies are often rated higher—up to 12 out of 10. Just like Durex's psychological-driven campaigns, Casa Di focuses on user-centered experiences, creating deep emotional connections that drive brand loyalty.
This customer-centric approach is exactly what makes Casa Di stand out and compete with global giants like Apple and Tesla. Its success lies in transforming how people interact with home appliances, moving beyond mere sales to offer immersive lifestyle experiences.
As China’s new middle class becomes the driving force behind consumer trends, they demand more than just quality—they seek a better life. Casa Di targets this group by offering premium products and unique experiences. Their “Take it a Good Job†interactive marketing strategy has proven to be a game-changer.
For instance, their “Arts and Villas†campaign traveled across the country, setting up real-life villas where consumers could experience Casa Di appliances in a realistic living environment. This approach broke away from traditional trade shows and created a new model for high-end home appliance engagement.
In addition to product experiences, Casa Di also organizes family marathons, connecting with over 200 million elite users across major cities. These events promote a positive lifestyle centered on family care, health, and well-being.
Casa Di also leverages television programs to spread its message. Rather than just placing ads, the brand aligns itself with content that resonates with its values. Shows like “Twelve Ways†and “Dream of Transforming the Home†subtly convey the brand’s message of warmth and love, reinforcing its emotional connection with audiences.
The key to this strategy is linking the brand’s values with those of the audience, building a loyal community around shared ideals. Industry experts believe this method of targeting specific content and building a brand ecosystem will become the future of marketing.
Casa Di’s success is reflected in its market performance. According to recent data, its average price is nearly three times the industry standard, and it leads in the high-end segments of refrigerators, washing machines, and air conditioners. In the refrigerator market, it holds a 30.1% share in the 10,000 yuan+ segment, while in the washing machine market, it dominates the 10,000 yuan+ category with a 69.1% market share. In the air conditioner market above 16,000 yuan, it takes the lead with 46.8%.
Casa Di’s global marketing strategy, focused on the needs of high-end users, has successfully integrated into the modern lifestyle ecosystem. It’s no surprise that it’s the only Chinese brand featured in the University of Chicago Business School’s EMBA case studies. A true success story in the world of branding.
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