In spring 2015, Electrolux was about to launch UltraCareEco – a new washing machine specifically designed to handle the exclusive and sensitive fashion clothes you normally would have cleaned professionally. With the Nordic campaign Style Well Cared For Electrolux wanted the attention of modern, fashion-conscious consumers. This campaign should – through a creative concept – strengthen the Electrolux brand, position, and credibility within the fashion industry and the target group. The objective was to brand UltraCare as a ‘must have’ for Danish fashionistas.
Together with the up-and-coming Danish designer brand STORM & MARIE, we developed four uniquely designed ’limited editions’ of UltraCareEco that matched the brand’s upcoming fall collection. The washing machines were exhibited in selected stores as well as at Copenhagen Fashion Week. We established collaborations with the lifestyle magazine ELLE and the fashion bloggers Laura Lawaetz and Itsfashionbaby, who wrote about the campaign and participated in our campaign film. Finally, we activated the campaign on Facebook, where users could win one of the coveted washing machines.
With the campaign, Electrolux got branded as a credible and legitimate player within the fashion industry – and with the message of Style Well Cared For, we drew attention to a new and improved way for fashionistas to care for expensive fashion clothes. The collaboration with STORM & MARIE led to great buzz in the fashion industry and massive media coverage. The campaign resulted in more than 75 media clippings with a PR value of over 3,2 million DKK and an earned audience of 2,3 million. On social media, the results were impressive with an engagement rate of 3,4%, an interaction rate of 42% and more than 6,000 clicks in the Facebook contest.