Haier’s partnership with the ATP under the umbrella of “Play with the Number Ones” was the perfect stage to firmly anchor the Haier brand in the German tennis environment. For the activation of the Bitpanda Hamburg Open, Roland-Garros 2025, and TERRA WORTMANN Open, TEAM LEWIS implemented an integrated communications approach combining social media, influencers, and PR.
At the core was emotional and authentic content that brought the highlights of the tennis calendar and the Haier x ATP partnership to life for the community. On-site activities, competitions, and storytelling via social media generated high interaction and relevance. Together with brand ambassador Ana Ivanovic and selected influencers, the tournaments in Hamburg, Paris, and Halle were used to showcase the Haier brand from a sports, lifestyle, and design perspective. Real-time content and personal engagement strengthened the connection to the tennis and lifestyle community.
Journalists were also invited to exclusive brand experiences, and leading media such as BILD, Sports Illustrated, and Tennis Magazin reported on the events. This amplified the reach achieved through social media and influencers with successful PR measures, solidifying Haier’s position as a relevant player in the tennis world.
The result: Millions in reach, high interaction rates, and sustainable community growth – a prime example of successful, integrated brand activation.
Organic social impressions
Total interactions
New followers
Influencer impressions
Earned media reach