TCL is a leading global technology brand, renowned for its cutting-edge products in the consumer electronics and home appliances sectors.
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Strategy & Engagement
TCL
’s communication strategy aimed to strengthen its market position in Europe through a holistic approach that included product launches, media relations, and influencer collaborations. In Germany, TCL focused on solidifying its presence in the competitive tech market with a strategic media campaign ahead of major product launches, including immersive press events and direct engagement with key tech media. By organizing exclusive product demo events and ensuring comprehensive media kits, TCL created significant buzz, especially around new product lines like smart home appliances. In addition, the brand took a hands-on approach with product demonstrations and personalized media interactions, which ensured their technology stood out during high-visibility events like IFA 2024.
In Italy and Spain, TCL used a mix of media relations, influencer collaborations, and high-profile events to drive engagement. In Italy, the brand showcased its commitment to sustainability with the “ELEMENTS – TCL Green Horizon” exhibition at Milan Design Week, while also leveraging Milan’s strong design community for brand positioning. In Spain, TCL tailored its campaigns to highlight innovation and lifestyle appeal, aligning with local consumer interests and media outlets. These markets saw targeted influencer partnerships and local press engagement that effectively conveyed TCL’s positioning as a tech-forward and eco-conscious brand.
Impact & Growth
TCL’s media engagement across Germany, Italy, and Spain resulted in substantial brand visibility. In Germany, the combination of press events and consistent media outreach resulted in 600+ pieces of product-related coverage, strengthening TCL’s presence in the competitive consumer tech market. This strong media presence helped position TCL as a leading tech brand, while creating lasting relationships with German media.
TCL’s strategic campaigns across Europe built brand recognition and market growth.
TLC
In Italy, the strategic introduction of TCL’s home appliances portfolio contributed to more than 2,300 media clippings over the course of the year, with widespread coverage in tech, lifestyle, and general-interest outlets. This helped TCL expand its market presence, reinforcing the brand’s commitment to sustainability while showcasing its innovative approach in home appliances. Similarly, the Milan Design Week exhibition attracted top-tier influencers and media, which further cemented TCL’s reputation as a tech and design leader.
In Spain, TCL’s tailored PR efforts and local influencer partnerships resulted in significant brand awareness, helping the company build a loyal consumer base and media following. These efforts supported TCL’s goal of becoming a household name in Spain, particularly for its affordable yet high-quality tech products. Over time, these localized campaigns contributed to the growth of TCL’s brand recognition and market share across Southern Europe.
