Electrolux PerfectCare – influencer marketing

To overcome Italians' atavistic mistrust of dryers and position Electrolux as the benchmark in this category, Black & White Communication stimulated the interest of numerous influencers. These included a number of celebrities who engaged their audiences,showing the benefits for people and garments, in drying all laundry, from the softest wool knit to office shirts or sports jackets, generating a strong social buzz and helping to make Electrolux the leader in the "dryers" category

In October and November, ELECTROLUX activated the "Dryers PerfectCare Days-satisfied or reimbursed" marketing campaign related to the PerfectCare range of dryers and entrusted Black & White Communication with Digital PR and Influencer marketing with the following objectives:

• CHANGING ITALIANS' (NEGATIVE) PERCEPTION OF DRYERS

The tumble dryer is a still little known and used household appliance in Italy so far negatively perceived as a useless appliance with high energy consumption when in fact it is allows not only to save time but also to respect the clothes in the drying stages without risking ruining them

• POSITIONING ELECTROLUX AS THE BENCHMARK FOR DRYERS

• LET PEOPLE KNOW THE PLUSES OF THE PERFECTCARE RANGE.

THE ACTIVITY:

The agency proposed a targeted Influencer marketing and Digital PR activity aimed at real engagement with influencers and celebrities. Through the use of advanced "Social Media Intelligence" platforms, it selected 16 celebrities, women and men of different ages, professional careers, and lifestyles, who were not users of the product and shared a negative and useless perception of the dryer.

Tying in with the "money back" consumer campaign, the agency convinced them to have an Electrolux dryer installed in their home by giving them the opportunity to try it out and return it without charge after 30 days or make it their own for life in exchange for some videos and posts on their facebook and instagram social channels. The agency provided the celebrities with all the necessary information, explaining the plusses and technical features of the products, and supervised the activity, creatively adapting the communication messages to the personal style of each influencer involved, so as to achieve "spontaneous" publications in line with the content and communication codes of their different audiences.

RESULTS

All 16 celebrities involved were won over by the dryer and the unusual and bold way of engagement, and over the next 30 days they posted 32 videos on their facebook and instagram profiles generating millions of views and over 30 thousand interactions.

Thanks to the parallel digital PR and media relations activities, the popularity of the characters, and the genuineness of the published videos, this content was also picked up by major national newspapers and newspapers such as corriere.it, dagospia, Oggi, and il Giorno, further contributing to the visibility and success of the campaign.