Case Study: The7 x TCL Mini LED TV Launch

TCL SMART ELECTRONICS CO., LTD. is part of TCL Technology, a multinational electronics group headquartered in China. To prepare for the online launch event of its first TV line built on mini LED technology called the TCL 8-Series, TCL partnered with The7 to roll out a Digital Integrated Marketing plan across multiple platforms. So how did The7 do it?

Background

As society advances, consumer needs are growing strongly in a positive direction too. Where TVs once relied on digital broadcast technology with preset operating frequencies, many new TVs now arrive with far more capable display systems. Specifically, the types of TVs include:

• OLED TVs
• QLED TVs
• LED TVs
• NanoCell TVs

Among them, the Mini LED TV is the latest upgrade to LED technology paired with a traditional LCD screen. Mini LED (also called sub-millimeter LED) is a new technology that sits between micro LED and standard LED. TCL is the brand that launched the world’s first QLED TV with integrated MiniLED technology.

Objectives

The campaign focused on 3 main objectives:

• Launch the TV product built on mini LED technology, the TCL 8-Series.
• Spark interest and research behavior around Mini LED technology, while weaving in the official announcement of the product launch event.
• Maintain engagement with users after the product launch.

Target Audience

TCL wanted to reach 2 communication audiences:

1. Customers who are interested in technology

2. Family customers who want to know which TV technology is best for their household’s entertainment experience

Big Idea

Mini LED is the newest and most advanced display technology, with far more advantages than OLED and QLED.

Execution

Focusing on what makes mini LED technology distinctive, The7 created discussion topics about mini LED on forums and social media groups, along with reviews from well-known figures, ahead of the event day. In addition, we partnered with KOLs and hot pages, influential voices in the tech community, to publish review posts and announce the upcoming livestream event.

Communication Activities on Each Channel

Before the Livestream Event

Group seeding / forum seeding.

The7 created discussion topics around mini LED technology, introduced the concept, and compared mini LED with existing display technologies such as OLED and QLED. We even floated the rumor that Mini-LED is one of the newest display technologies Apple is pursuing for its next generation of iPads and MacBooks.

KOLs

Tech KOLs and groups such as Trần Hiệp, Tinh Tế and VOZ posted reviews and shared personal views on mini LED technology, while affirming that mini LED will be the future of display technology.

Hot families and hot moms played the role of connectors, bringing the livestream event details to the family audience and encouraging people to look forward to the launch of the new TV.

Facebook Ads

We published and boosted the minigame “Đoán trúng công nghệ – Trúng quà phủ phê” (Guess the Technology, Win Great Prizes) to get users engaging and looking forward to the livestream launching a “blockbuster” TV with the world’s first premium display technology.

The minigame ran on the TCL Electronics Facebook Page. The number of players grew steadily over the 4 days it ran, attracting more than 1,200 players and more than 300 shares on Facebook.

After the Livestream Event

To keep the engagement and discussion going about the livestream that had just taken place and the products featured in it, especially the TV with mini LED technology appearing for the first time in the world, we published official event recap posts on the TCL Facebook Page, hot pages, groups and tech forums. We also booked several KOLs to post reviews of TCL’s livestream event.

Results

The campaign delivered more than 4,000 comments on the livestream content during the new product launch event itself. It also generated over 1,000,000 reach, 5,000 comments and 1,000 social shares. More potential customers were able to see the launch information for TCL’s Mini LED TV and understand how this TV line differs from existing types, giving them more information to make decisions for their families.

Contact The7 now for a consultation on our services: