ELECTROLUX

#FashionCare

For a brand claiming to protect clothes from fading, Electrolux, a washing machine brand faced the threat of fading away from consumers’ minds across markets in the APAC region.

Instead of following the functionality and price-driven communication norms of the white goods category, we spoke to our consumers in a way that no laundry brand had ever done before. We turned the washing machine into an essential fashion accessory that cared for the most fashionable clothes.

In order to be taken seriously as a brand that cares about fashion, we couldn’t just talk about it but also had to look the part. The campaign adopted a fresh, daring and enticing style, and looked like it belonged in the high-end fashion apparels category.

We deployed creative using the latest disruptive content formats on social such as pocket TVCs, newsfeed hacks, and Instant Experiences. We chose strategic content placements in fashion magazines such as Vogue and Harper’s Bazaar, home magazines like Belle, Home Beautiful & Australian House & Garden, as well publications like Elle and Marie Claire. with fashion magazines. This helped promote Electrolux as an aspirational tool that every fashionista should have on her wash list (pun intended).

Brand recall 90%.

In just two quarters, we increased market share from 6.5% to 9.7%, and reduced market share gap with LG by 44%.

Improved machine rating of 4.62/5 vs 4/5 the year before the campaign.

Increased purchase intent by 20% (category norm was 6%)

The campaign was awarded Gold for Global Rebranding in the APAC Effie Awards.