ANDA SEAT: Dominating the market with striking sales performance in Greece

ANDA SEAT is a renowned gaming chair brand famous for its premium quality and sleek design. The chairs were first launched in 2014 in China, and the brand is now active in 4 continents. It came to Greece in 2018 through Oktabit, the exclusive distributor of ANDASEAT in our country, and its products reach consumers through an online and offline network of partners.

With a strategy focused on digital media, ANDA SEAT has become the #1 gaming chair brand in the market, highlighting Greece as the country with the highest per capita regional interest for the brand globally.

As a new brand for the Greek market, establishing ANDA SEAT was a challenge. These specific chairs were unknown to the Greek gaming community and required a targeted strategic approach in order to be imprinted as a top-of-mind choice of top quality gaming chairs or seats intended for prolonged use.

The official campaign for the brand in Greece began shortly before the pandemic, when gaming events were canceled, while freight rate increases led to price increases and reduced consumer interest in industry products. At the same time, competition in the online environment increased, with similar range products demonstrating a better price for a low quality.

All the above were considered as an opportunity:

1. To make ANDASEAT known in the Greek market by increasing public interest in the brand itself, regardless of the interest focused on the general category (gaming chairs).
2. To make Greece the country with the strongest interest in the ANDASEAT brand worldwide, surpassing other markets in sales.
3. To increase brand sales across the entire network of partners, showing an upward trend each year.

With a mix of Content, Awareness, and Performance actions, we aimed for a dynamic increase in ANDA SEAT’s brand recognition, planning to turn recognition into sales.

We created local social media pages as well as a Greek website for the brand. We initialized primary content production aimed for the advertisements’ activation (Meta, TikTok, Google, Skroutz). Facebook, Instagram and TikTok served as the main Social Media channels, run with material produced both by the company itself and in collaboration with influencers, while also boosting UGC from real users. The content established the motto “To Game and to Work we’ve got your Back”. At the same time, always-on advertisements were activated on Meta, TikTok, and Google, enhancing audience interaction and brand recognition.

An important step in boosting sales was the entry into Skroutz’s Sponsored Products, thus investing in a significant channel that directs people’s needs and preferences. ANDA SEAT maintains the top advertising positions in the “gaming chairs” category, so that both the sponsored and organic results based on the popularity of the category consist of ANDA SEAT chairs.

Gradually moving on with the above resulted in huge brand recognition and overall sales growth.

ANDA SEAT Greece, in a short time period, established its brand name in the Greek market, managing to:

• Create its own Greek community
• Expand its recognition and sales beyond gaming, triggering office workers/business premises
• Increase sales through its network of partners
• Increase the popularity of all its models on Skroutz, achieving the “best pick” designation from the platform itself

Regarding brand recognition, the implementation of a coherent strategy resulted in:

• +23% YoY increase in Total searches for ANDA SEAT, while searches for gaming chairs showed a -34% YoY decline
• Greece becoming the country with the highest per capita regional interest for ANDASEAT globally (according to Google Trends)

At the same time,

• Total sales showed a +13% YoY uplift -while compared to the brand’s first year in Greece, we recorded 3.25x sales increase after the strategy implementation.
• Greece became the market with the highest total sales – in absolute numbers – after the Chinese market where the brand is headquartered (information shared by the manufacturer itself).

The above prove digital media strategy significance, while most importantly they do give a clear view of what yielded the maximum results.