hitachi - one for everyone

With the shutdown of physical retail stores as a result of covid, Hitachi had to fast-track their year-long digital transformation plans that was originally meant to be rolled out in phases throughout 2020.

We needed to enhance Hitachi’s underperforming e-commerce store and digital ecosystem to help mitigate offline sales losses as a result of retail stores being forced to shut.

And as Singaporeans started getting used to being confined to their homes, Hitachi launched ‘One for Everyone’ - their first-ever digital campaign where they focused on driving sales towards their biggest ticket item, Refrigerators.

A series of video content, social posts and ads were created to target the audiences. They were introduced to one of the 83 Refrigerators that were suitable to their profile, depending on their lifestyle and family size. These targetted ads were seeded across Instagram, Stories, Facebook, Messenger, YouTube, and Google Search Ads. The ads directed them to Hitachi’s online store.

Through the new email marketing programme, newsletters were also used to retain these new users landing on the ecommerce site, and to drive return visits and conversions.

As a result of the the campaign, Hitachi sold 16x more refrigerators, resulting in a 1000% increase in online sales revenue. The campaign was awarded a Gold and two Bronzes in Marketing Excellence Awards 2020, and a Silver, Bronze and a Finalise in MARKies Awards Singapore 2021.