Home Appliance Awareness Campaign

Digital MarketingContentSocial MediaPerformance|4 months - strategy to campaign launch

How Garage Collective drove Toshiba India's home appliance market re-entry - 180% awareness lift and 3.5x ROAS.

The Numbers That Matter

Brand awareness lift in target markets

ROAS on performance campaigns

Consideration increase vs. baseline

0Strong

Market re-entry momentum

The Challenge

Toshiba India was re-entering the home appliances market after a period of reduced presence. The brand had strong global recognition but needed to rebuild awareness and consideration in India's competitive home appliance category where LG, Samsung, and Whirlpool dominated consumer mindshare. The challenge was re-establishing trust while communicating Japanese engineering quality.

^ the "houston, we have a problem" moment

Our Approach

^ step by step, no shortcuts

Re-entry positioning emphasizing Japanese engineering and innovation heritage

Digital-first awareness campaign targeting appliance buyers in purchase consideration phase

Content strategy highlighting product differentiation through technology storytelling

Performance marketing with targeted audience segmentation for high-intent buyers

Retail partner co-marketing to drive consideration at point of purchase

The Solution

We positioned Toshiba's re-entry around 'Japanese Engineering for Indian Homes' - a simple but powerful message that leveraged the brand's heritage while making it relevant for Indian consumers. Digital campaigns targeted high-intent buyers at the right moments - seasonal purchases, festive sales, and life events that trigger appliance buying. Content showcased the technology difference in ways consumers could feel, not just read about.

^ that's the big brain move

“

“Garage helped us re-enter the Indian market with confidence. Their strategy made our Japanese engineering heritage relevant and desirable for Indian consumers.”

Marketing Manager

Toshiba India

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