Performance Branding
Kaliber managed the YouTube campaign for Midea's global brand ambassador launch with Erling Haaland — delivering 1M+ impressions, 344K video completes, and 95.94% viewability at $0.01 per completed view.
Midea's relationship with Manchester City began in January 2020 as a stadium partnership. By August 2023, it had evolved into something bigger — Erling Haaland was named Midea's Official Global Brand Ambassador, creating a campaign opportunity that needed to reach football audiences across 9 markets simultaneously.
Midea becomes an official partner of Manchester City, with branding across the Etihad Stadium.
Midea extends the Manchester City relationship, signalling deeper investment in football-led brand building.
Erling Haaland becomes Midea's Official Global Brand Ambassador. Kaliber is tasked with delivering the YouTube launch campaign across 9 markets.
"I've noticed the Midea logo across the Etihad Stadium... I am pleased to become a Global Brand Ambassador today."
— Erling HaalandThe video brings Midea's brand mantra to life — Haaland using Midea products in a tranquil home setting, finding balance and "power" before heading to the Etihad. The creative positions Midea as the foundation behind elite performance: home is where you recharge.
Kaliber managed the YouTube media buying across two tiers, targeting football affinity audiences to ensure the brand reached the right people — not just anyone watching YouTube.
Core football markets with high brand awareness targets. Skewed towards placement + audience targeting for maximum contextual relevance.
Emerging markets with larger audience pools. Significantly higher engagement rates (0.20% CTR) driven by broader football fandom and audience scale.
We plan, buy, and optimise cross-market video campaigns with precision targeting and real-time reporting.