The smart home decoration renovation documentary program “With AI Housekeeper (Season 2)” jointly created by CCTV and Haier is currently being aired. It has quickly gained public attention with its novel program format and warm and healing content core.
At present, smart homes have broken through the mechanical interaction model of “awakening-instruction-execution” and advanced into smart companions that can sense the rhythm of life and take care of emotional needs.
“Having an AI Housekeeper (Season 2)” takes the public’s home mood as the narrative clue, uses high-quality smart home products as the carrier, and uses the “30-day partial transformation” model to target the living pain points of young people and create a cost-effective home renovation model.
With the unique “emotional home” perspective, more than half of the program has been broadcast, the total number of views of the feature film and related content has reached 50 million, and the total exposure of the entire network has exceeded 200 million.
In this season’s program, CCTV once again innovated, linking cooperative brands and guest experts to jointly create, more than 500 short videos, notes, etc. were released across the platform, and 47 highly praised videos.
Many topics such as # advice that everyone should not collect clothes and wash them together, # It turns out that I am not the only one pretending to be an adult, # maximalism is to leave room for emotions, etc., have hit the pain points of public life and have reached the top of the hot search list; the topics of Xiaohongshu and Douyin dual-platform programs have exceeded 20 million views.
The eye-catching broadcast data confirms the program’s strong appeal.
During the broadcast of the program, Haier Smart Home deepened its brand linkage mechanism. The personal account of Haier Boss Group linked up with the program content of the brand matrix such as “Haier Factory Mobilization”, “Haier Group” and “Haier Smart Home”. Hundreds of videos have been released one after another, with a total exposure of more than 10 million on the entire network.
Among them, the executive IP customized column “Visiting Smart Homes in One Shot” achieved about 6 million exposures.
By introducing the “Haier Boss Group”, the program achieves two-way empowered communication of brand and content.
In each episode of the program, Haier executives transformed into “wish partners” and walked into the scene to directly face the pain points of the owners before the renovation, and were deeply involved in the customized renovation of the home; after the renovation was completed, they conducted warm return visits to sense the users’ real feedback on their homes.
This closed-loop design of “first visit and later visit” makes the program a co-creation platform for brands to delve into user scenarios and feed back product iterations.
Co-creation and linkage with the Haier brand is the cornerstone of the program.
In addition, the program has been fully optimized and upgraded in three dimensions: content creativity, guest lineup, and brand real-life immersive implantation, which not only effectively improves the overall content quality of the program, but also fully releases the brand potential.
In this season’s program, owners will talk about their daily living pain points in a relaxed and humorous talk show format to enhance the fun of the program and the audience’s sense of immersion.
In addition to innovative expressions, the unique style of the guest lineup also adds to the richness of the narrative.
Many special guests with distinctive styles and traffic, such as fashion designer Zhang Tutu and bakery boss Dong Fanming, continue to increase the topic discussion and spontaneous communication of the program on the entire network by virtue of their personal charm and interesting character. While enriching the highlights of the program, they also comprehensively help Haier complete the output of its brand concept.
In terms of the brand’s high-value output, the program adopts a full-real-life immersive shooting and presentation mode to fully unlock new scenarios and new usages of smart home appliances in multiple homes, break the public’s stereotyped perception of smart home appliances, and allow the audience to truly and intuitively feel the convenience of life and the warmth of home brought by smart homes.
In addition to content innovation, “AI Housekeeper” also has many highlights on the communication side, achieving multiple jumps in brand reputation and social attention.
This season’s program deeply integrates the power of many parties. CCTV’s 12 major social media platforms are fully involved in the distribution of program content. Special pages and exclusive topics have been established on Douyin, Xiaohongshu, Weibo and other platforms. From design ingenuity, life aesthetics to technical logic, it analyzes smart life in the new era from multiple angles, and builds a three-dimensional closed loop of communication from within the program to the social side.
The rich and diversified communication forms not only broaden the communication boundaries of the program and extend the communication life cycle of the program content, but also build a normalized and highly popular high-quality exposure position for the Haier brand, truly realizing the synergy between the communication value of high-quality content and the value of the corporate brand.
Home is never just a simple place to live, but an exclusive healing space to put away tired emotions and heal inner anxiety.
Welcome to continue to follow “AI Housekeeper (Season 2)”, follow the show to explore new ideas for smart home renovation, and start a new smart life journey.
