The TCL holiday campaign with Justin Herbert.
Challenge
TCL had already won the value game. Great TVs, massive volume, and momentum the legacy players envied. But we were earning the transaction, not the preference. Price got us into the cart. It couldn't get us into culture, or into the premium living rooms where margins live. The mandate was to change what TCL meant, not just what it cost.
Insight
Value shoppers don't want a cheap TV. They want to feel smart about a great one. The moment we stopped apologizing for the price and started leading with the experience, the price became proof of intelligence instead of evidence of compromise.
Idea
Reposition TCL from price-led and feature-first to premium and benefit-driven. Let consumers trade down in price without trading down in pride.
Execution
New creative that sold the living room, not the spec sheet. A holiday campaign with Justin Herbert that put the brand inside the biggest buying season with premium swagger. Brand, media, e-commerce, and retail unified around a single consumer growth strategy, with Marketing Mix Modeling and a culture of continuous testing deciding where every dollar went.
Results
The numbers
Learning
A rebrand isn't a new logo. It's a new reason to choose you.
The creative earned the permission to charge more. The measurement discipline proved it was working every single week. That pairing, brand courage backed by analytical rigor, is the through-line of my entire career. This is where it ran at the biggest scale.