Launching Hisense's First Direct-to-Consumer Product, Built to Scale
Hisense Australia is launching HiClips, a new clip-style, open-ear earbud, into the Australian direct-to-consumer market. Positioned around a "design-led, stay-connected" brand promise, HiClips marks Hisense's first foray into DTC for this category, engaging customers directly rather than through retail partners alone. TAG partnered with Hisense to deliver the creative, content, web, email and tracking infrastructure required to bring the campaign to life.
As a first-time DTC launch, Hisense needed more than a single campaign; it needed the foundational infrastructure to sell directly to consumers for the first time, and a model that could be reused for future product launches. That meant establishing a consistent creative direction across every touchpoint, building a purchase journey capable of handling checkout complexity alongside a third-party platform, and setting up a CRM and tracking stack from scratch.
TAG led the creative ideation and produced the campaign's brand guidelines, giving every agency working on HiClips a single source of truth for tone, direction and visual identity. From there, TAG directed the full content capture shoot, briefing and managing the production agency to deliver hero photography, UGC-style content and static ad creative.
On the web side, TAG designed and built a three-page purchase journey, comprising a campaign landing page, product page and support page, with the landing page built in Webflow and hosted on a Hisense subdomain. TAG also designed and built three lifecycle automations in ActiveCampaign (welcome, thank-you and abandoned-cart flows) to support the post-purchase customer journey.
Underpinning the campaign, TAG implemented Google Tag Manager and GA4, established a UTM framework, and configured conversion tracking across four paid media channels, giving Hisense full visibility from first click to purchase.
