CASE STUDY

TCL

CASE STUDY

TCL × SOMO Integrated digital marketing, analytics and performance at scale

SOMO partnered with TCL Australia & New Zealand to execute a comprehensive, integrated digital marketing strategy, utilising performance media and analytics as its foundation. Complemented by creative, social media, PR, and influencer marketing delivered through communications agency partner, UMM, this collaboration successfully generated significant brand awareness, drove cost-effective website traffic, and established TCL as a category leader across its key product ranges.

Why TCL partnered with SOMO

TCL was looking for a full-service partner with deep expertise across performance-driven digital advertising, analytics, content, social media, PR and influencer marketing. Partnering with our long-standing collaborators at UMM, we brought together complementary specialists across media, creative and communications, winning the pitch as an integrated team built to deliver at scale.

The results

Over 6 million page views driven across digital channels

Social follower growth exceeded targets across all platfoms

Records sales for TCL 2025 TV range, CK8 Model achieving category-leading position

These results reflect a strategy that balanced long-term brand building with performance, using creative excellence and data-led optimisation to scale awareness while maintaining efficiency.

The goal

To surpass aggressive performance KPIs, accelerate brand awareness, and further cement TCL’s position as a category leader across key product ranges.

The strategy

A dynamic, multi-channel approach spanning Meta, Google, TikTok and other paid platforms, supported by email marketing, SEO, influencer marketing, organic social media management and PR.

Working side-by-side with UMM, our integrated media and creative teams delivered high-quality, platform-optimised creative that captured attention, built brand recognition, and drove cost-efficient website traffic, while adhering to strict global brand guidelines.

A key pillar of the strategy was a strong analytics and measurement foundation. SOMO implemented a bespoke, highly detailed digital marketing performance dashboard, providing complete transparency and enhanced data visualisation across paid media, organic and owned channels. This allowed stakeholders to clearly understand what was driving results and where opportunities existed. Insights from this reporting framework were used to make ongoing strategic improvements across media investment, creative direction, audience strategy and channel mix.

The strategy flexed around major tentpole moments and brand partnerships, including AFL sponsorships, the Olympic Games, and Formula 1, ensuring TCL maximised impact during peak attention periods.

“UMM and SOMO have been instrumental in elevating TCL’s digital and social footprint across ANZ. Their strategic approach and commitment to excellence continue to deliver strong results, and we’re looking forward to the future.”

️Matt Laliotis: TCL ANZ Digital Marketing Specialist