Lorena Di Mauro
Jul 31, 2025
Haier Europe Group, a global leader in the home appliance industry, partners with CreationDose, the vertical scaleup focused on the Creator Economy, for Influencer Marketing of its Haier and Candy brands.
This strategic partnership has combined on-field activations and a targeted selection of Influencers, with the goal of amplifying the digital presence of the brands through engaging content tailored to the needs of modern consumers.
Throughout 2025, the synergy between Haier and CreationDose has led to numerous successful activations. A prime example of success was Haier's participation as the main partner of "Solferino 28" during the Milan Design Week. The event, organized by Corriere della Sera, Living, and Abitare, featured the brand prominently in the “Città Paradiso” installation. Here, Haier explored the theme of future cities, intertwining design, sustainability, and Artificial Intelligence. CreationDose enhanced the experience by engaging Big and Middle Influencers to create exclusive content on Instagram and TikTok. It was also during this event that Haier launched its new TikTok channel.
Another key event was “Festa A Vico,” the renowned gastronomic event created by chef Gennaro Esposito. In this context, Haier showcased the quality and innovation of its home appliances through a culinary experience. CreationDose selected a team of Lifestyle and Food Talents to amplify the brand's visibility, creating content that reached a wide audience.
The launch of Haier's new smart TVs marked another significant moment in the partnership, with Big Lifestyle Influencers sharing their experience at the event at San Siro, followed by content about the product's everyday use. In July, Haier also presented its Side by Side 3D refrigerator, an innovative product that saw the involvement of influencers who were already active in other projects, further strengthening the brand’s association with innovation and design.
With over 50 pieces of content created across Instagram Stories, Reels, and TikTok, the activations reached millions of users, establishing an authentic and engaging connection with the audience.
“The partnership with CreationDose has allowed us to bring our brand closer to new audiences, using the power of Influencers to share our vision of innovation and design,” said Massimiliano Castellana, Digital and Media Manager Italy at Haier Europe. “The activations, from major events like the Milan Design Week to more experiential ones like ‘Festa A Vico,’ have provided us with an opportunity to connect authentically with consumers, strengthening our leadership in the market.”
Meanwhile, Candy, the smart home appliance brand of the Haier Group, celebrated its 80th anniversary with an immersive event at Piazza Gae Aulenti in Milan. The public was able to experience a journey through time, exploring three eras—the Sixties, the Nineties, and the present—through an interactive path that told the brand's evolution and its commitment to innovation. For this event, CreationDose involved Comedy & Entertainment Influencers like Mattia Stanga, Gabriele Vagnato, and Willwoosh (Guglielmo Scilla), bringing a touch of fun and freshness to the initiative.
“We chose to collaborate with Influencers who could genuinely share, through their daily lives, how Haier and Candy products integrate into their routines,” explains Anthony Favitta, Head of Influencer Marketing at CreationDose. “Our goal was not only to showcase the technology and design but to highlight how these elements meet real-life needs. The results so far reflect the authenticity of these stories and the ability of Influencers to speak directly to people.”
“We are thrilled with the continued project with the Haier Group,” adds Federico Bruno, Head of Account at CreationDose. “Being present during the events and working closely with the Influencers allowed us to support the brand storytelling in the best possible way, maintaining consistency and attention to detail. This approach has helped us transform the strategy into tangible experiences that are close to the people.”
Through a targeted strategy, CreationDose has enabled Haier and Candy brands to strengthen their positioning and share authentic experiences with consumers. The partnership, which has already delivered extraordinary results, will continue with new activations throughout the year, further consolidating Haier and Candy's leadership in the European market.
