Daikin Case Study


Daikin is the world’s largest HVAC manufacturer, but when they entered the US market in 2012, nobody knew that. In order to grow their presence, they’ve relied on a qualified and reputable network of dealers to sell to consumers. But, they were up against some well-known names in the HVAC industry to do so.


How do you create a campaign that needs to prioritize both lead generation and brand awareness? Segmentation. Sq1 devised a plan to introduce the Daikin brand through high impact media vehicles that were strategically targeting consumers using third-party data.

High Impact Awareness Program

  • National TV buy using Network coverage combined with Zone Cable, Addressable and OTT

  • Market Scoring

  • Connecting multiple sets of data in order to establish market priorities

  • Preferred Zone Targeting

  • Use third-party data to establish priority zones for additional awareness exposure

  • Responsive Direct Response Programs

  • Capture newly introduced prospects and drive to web experience
  • The task was to introduce a new brand in a low interest category and generate sales during the off-peak selling seasons with a 90 day project deadline. Not only did Sq1 readily accept the challenge, they designed a program that resulted in active sales leads within a couple of days followed by a continuous flow of qualified sales leads. Needless to say, we are a happy client.

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