Campanie
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Strategic approach:
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Context The market for home appliances is evolving rapidly, driven by technological advancements and changing consumer expectations. Smart home devices are gaining popularity, reflecting a growing demand for interconnected and automated solutions. Whirlpool recognized the need to differentiate its dishwashers in this competitive landscape by highlighting key benefits beyond basic cleaning performance. Specifically, the campaign aimed to challenge the traditional perception of dishwashers as merely utilitarian tools. By emphasizing space, convenience, and efficiency, Whirlpool sought to position its MaxiSpace range as a modern solution that empowers consumers to optimize their time and enjoy a more balanced lifestyle. This strategic repositioning was crucial for attracting the attention of discerning consumers seeking smart home appliances that truly enhance their lives. Challenges: Consumer Perception: Changing the mindset that dishwashers are a luxury rather than a necessity in modern homes. Market Competition: Standing out in a crowded home appliances market dominated by established brands. Engagement & Awareness: Effectively capturing attention and driving engagement in an increasingly digital and content-saturated landscape. Seamless Integration: Ensuring a smooth transition between influencer-generated content, social media engagement, and CTV/digital ads for a cohesive brand experience. Objective Increase brand awareness of the Whirlpool MaxiSpace range. Establish an emotional connection with consumers. Enhance engagement through integrated digital-to-CTV strategy. Approach Integrated strategy using influencers, social media, Publishers, Social CTV, Social DOOH, Meet & Great Event, to showcase Whirlpool MaxiSpace's advantage: providing more space for what matters. |
Execution:
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