The Mission

Midea, a leading Chinese appliance manufacturer, aimed to boost the profile of its Toshiba and Comfee brands in the competitive U.S. market. The goal was to secure robust media coverage through product reviews and placement in gift guides, ultimately increasing visibility and driving consumer interest. 

With its strong experience and media relationships, Eleven International was uniquely positioned to deliver the consistent, high-quality coverage Midea sought.

The Strategy

To effectively position Toshiba and Comfee products, Eleven International implemented a strategy centered around leveraging existing relationships and engaging with U.S. product reviewers:

• Targeted Media Outreach: Building on established connections in the consumer tech space, Eleven targeted product reviewers and editors who regularly covered lifestyle, tech, and home appliances. The team carefully selected media contacts who were well-versed in reviewing a range of smart home devices, maximizing the potential for multi-product exposure.

• Multi-Collaborative Efforts: Recognizing that U.S. reviewers often contribute across different outlets, Eleven developed a flexible approach, positioning Toshiba and Comfee products as versatile, reliable appliances that could fit multiple review types. By offering collaboration opportunities on a range of Toshiba’s smart microwaves and Comfee’s appliances, Eleven was able to efficiently promote both brands while accommodating reviewers’ varied interests.

• Strategic Gift Guide Inclusion: To appeal to the holiday shopping season and gift-giving audiences, Eleven International prioritized gift guide placements alongside traditional product reviews, creating additional purchase opportunities. This combined strategy helped potential buyers in the consideration phase find Toshiba and Comfee products featured in trusted publications.

The Results

Eleven International’s efforts produced substantial, high-impact results for Midea’s Toshiba and Comfee brands in the U.S.:

• Widespread Media Coverage: Toshiba received extensive coverage, with its countertop microwave earning the title of #1 Best Overall by Good Housekeeping. Additional coverage appeared in top-tier outlets such as USA Today, Forbes, New York Post, Tom’s Guide, CNN, and ZDNet, solidifying Toshiba’s reputation for quality home appliances.

• Strategic Placement for Comfee: Although Comfee had a smaller lineup, Eleven secured coverage in highly reputable publications, including Mashable, Rolling Stone, T3, Spy, and 9to5Toys. These placements provided vital visibility and supported Comfee’s positioning in the U.S. market.

• Influence on the Purchase Funnel: Coverage in gift guides and comprehensive reviews helped guide consumers through the consideration phase, with Toshiba and Comfee products standing out as top choices for buyers looking for reliable, well-reviewed appliances. Although specific sales metrics are confidential, this positive media exposure served as a strong influencer on purchase decisions, validating Eleven International’s strategic approach.

Through targeted media engagement and strategic gift guide placement, Eleven International effectively raised Midea’s Toshiba and Comfee brands’ profiles, making them go-to options for U.S. consumers seeking reliable home appliances.