UMM x TCL — Making every Aussie house feel like (TCL) home
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Creative, Influencer marketing, Social Media
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UMM’s integrated PR, social and creative strategy repositioned TCL from a screen-first brand to a whole-of-home tech leader, driving cultural relevance, audience growth and measurable performance.
THE SITUATION
TCL is a global electronics powerhouse, operating in over 160 countries and a staple in Australian homes for more than two decades. Already a top-two market leader, TCL wanted to expand beyond the TV screen, aiming to kit out every room of the house. While TCL is far from a small player, it did need to change the game. So UMM was tapped to refresh TCL’s communications strategy and lead the overarching brand story.
THE STRATEGY
Strategically, UMM aimed to ground the brand in the Australian market, shaping a local voice and personality that resonates with everyday Aussie audiences. Partnering with digital agency SOMO, we turned social and digital strategy into tangible results, driving website traffic and growing TCL’s audience year on year across every channel.
UMM also guided TCL through high-profile partnerships with the AFL, Formula One, and Arsenal, activating the brand in iconic, large-scale moments that captured attention and built connections. We created bespoke visuals establishing a signature visual style that spans retail, online, in-person experiences, web, POS, and all other touchpoints.
We produce localised creative with digital strategy to drive results, including 2025’s Summer Air Conditioning campaign that surpassed expectations, achieving 129% of established KPIs, and driving clicks up 101% year-on-year.
Using a social-first approach, we tapped trending formats on TikTok and sleek visuals on Instagram, reimagining TCL’s branding to captivate audiences where they are already connecting on social media.
@tclaunz Guilty as charged. 🚨🚨🚨 #TCL #C1208FLW #Laundry #WashingMachine #YourHonour #Guilty ♬ original sound – tclaunz
Through strategic thinking and standout visuals, UMM has been proud to make the TCL brand come to life, making it feel like home, everywhere it appears. Looking ahead, we’re working closely with the brand on a reinvigorated focus on PR, cementing TCL’s place as a tech authority and crafting it’s PR strategy to optimise AEO/GEO visibility. All the while, we remain agile, adapting to the brand’s business ambitions and the ever-shifting media landscape.
THE RESULTS
Pushing brands beyond, and always flicking the telly on.
- Grown the TCL audiences to 174,346 across all platforms, an increase of 22.5%, YOY.
- Garnered over 9,946,833 impressions.
- Generated over 178,945 engagements, including over 25K clicks to the website.
