To overcome the Italians’ traditional mistrust of tumble dryers and position Electrolux as the key player in the category, Black & White Comunicazione appealed to numerous influencers, including a number of celebrities. They sparked their audiences’ interest by showing them the benefits for people and clothes alike of drying a whole load of washing – from the finest wool sweaters to work shirts and sports jackets. This created a real social buzz and helped make Electrolux leader in the dryers category.
In October and November, ELECTROLUX launched its “PerfectCare Dryers Days-money back guarantee” marketing campaign for the PerfectCare tumble dryer range, appointing Black & White Comunicazione to run Digital PR and Influencer marketing activities with the following goals:
- TO CHANGE THE ITALIANS’ (NEGATIVE) OPINION OF TUMBLE DRYERS
Dryers are not widely known or used in Italy; while they have always been seen as a pointless appliance with high energy costs, not only do they save time but they also take care of clothes as they dry without damaging them
- TO POSITION ELECTROLUX AS THE TOP NAME IN DRYERS
- TO HIGHLIGHT THE PROS OF THE PerfectCare RANGE
The Agency designed a targeted Influencer marketing and Digital PR plan aimed at involving influencers and celebrities. Using advanced “Social Media Intelligence” platforms, it selected 16 celebrities, men and women of different ages, career backgrounds and lifestyles, who didn’t use the product and shared the same negative view of dryers as useless appliances.
Taking up the “money back guarantee” consumer campaign, the Agency persuaded them to have an Electrolux dryer installed at home. They could try it and return it at no cost after 30 days, or keep it permanently in exchange for posting videos and messages on their Facebook and Instagram accounts. We gave the celebrities all the information they needed, outlining the dryer’s benefits and technical features and supervising the whole experience. We used our creativity to adapt the communication to suit each influencer’s personal style, helping obtain “spontaneous” posts that reflected the content and communication codes of their different audiences.
All 16 celebrities involved were won over by the dryers, and by the bold, original method of engagement. Over the 30 days, they posted 32 videos to their Facebook and Instagram accounts, producing millions of views and over 30,000 interactions.
Parallel digital PR and media relations activities, the celebrities’ popularity and genuine video messages ensured that the content was picked up by leading Italian newspapers and magazines such as corriere.it, dagospia, Oggi and il Giorno, boosting the visibility and success of the campaign even further.
- Influencer Marketing
- Branded Content