Hitachi achieves 30% sales lift with data-driven omnichannel strategy

BUSINESS OBJECTIVE

Driving reach and engagement for a major product launch in Taiwan 

Renowned for its superior craftsmanship, design, and reliability, Japanese appliance brand Hitachi has been trusted by Taiwanese consumers for more than 50 years. However, when preparing to launch a new washer-dryer in this highly competitive market, the brand was looking for new ways to drive awareness and sales. 

Achieving this wouldn’t be easy. Large household appliances are generally high-value items that aren’t frequently purchased, so Hitachi had to reach the right consumers at the right time — when they were in the market for a washer-dryer. The brand also needed to remain top of mind throughout the lengthy consideration process. 

Working with agency DAC, Hitachi used The Trade Desk’s platform to help execute an omnichannel campaign that would cost-effectively extend reach beyond social and lift engagement across the consumer journey. 

SOLUTION

Activating an omnichannel strategy powered by data and AI 

Hitachi and DAC used our AI-powered Kokai platform experience to unify and optimise media buying across upper- and mid-funnel channels through a data-driven omnichannel strategy. With AI optimisation and cross-channel frequency controls, the campaign minimised wasted impressions and reached consumers more effectively without overexposure. 

The omnichannel mix was designed to drive both awareness and engagement: 

• Digital out-of-home (DOOH): Built brand awareness in high-traffic areas, anchoring the upper-funnel presence 

• Over-the-top (OTT)/connected TV (CTV): Delivered premium video ads across leading streaming platforms, websites, and mobile in-stream environments 

• Display and high impact: Drove consideration and action further down the funnel with eye-catching creatives 

Targeting precision was further enhanced by combining location-based, behavioural, and retail data to identify and reach high-intent audiences. 

Importantly for Hitachi, the campaign generated new first-party data from DOOH ad exposures, video views, and landing page visits. This audience data was then used to create a campaign seed used for retargeting on other channels as well as for targeting in future campaigns. 

Finally, Kokai’s relevance score guided smarter bidding decisions by indicating how closely different audiences and inventory segments aligned with Hitachi’s most valuable customers. This allowed Hitachi to prioritise high-relevance audiences and focus spend where it was more likely to drive impact. 

RESULTS

Efficiently extending reach and accelerating customer journeys 

The campaign marked Hitachi’s first data-driven omnichannel and programmatic DOOH activations in Taiwan. The results far exceeded expectations, driving a 30% sales lift and validating the company’s new strategy. A few highlights from the campaign: 

• Expanded reach and efficiency: The campaign delivered more than 8.1 million impressions and reached 1.86 million unique consumers (excluding DOOH exposures). Savings from cross-channel frequency controls were reinvested, helping to drive a 40% increase in unique reach. 

• Shortened path to conversion: The omnichannel strategy shortened the path to conversion. Users needed only four exposures to video and display ads before visiting Hitachi’s site, 33% faster than the single-channel average. 

• Stronger engagement through first-party data: CTR for first-party retargeting was 1.5x higher than Taiwan’s industry benchmark, demonstrating the value of Hitachi building its own audiences. 

• High-impact formats drove action: Premium display formats delivered a 9.3x higher CTR than the industry benchmark, while standard display ads achieved a 3.3x lift over the same benchmark. 

Beyond the metrics, the campaign unlocked valuable consumer insights, revealing richer data on customer interests, lifestyles, and conversion paths across channels. 

For Hitachi, the results affirmed that data-driven omnichannel strategies deliver measurable reach, engagement, and efficiency. The success is now shaping the future planning, including a greater focus on first-party data and omnichannel strategies.