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Frigidaire recently kicked off its brand relaunch with a major new marketing campaign, “Your House Rules,” which was developed to celebrate and champion the things that make every home unique.
A national commercial featuring Frigidaire’s Black Stainless Steel collection of kitchen appliances was released on Sept. 8. The campaign will also come to life on social media, Hulu, YouTube, and paid search, among other platforms. To support the campaign and the brand’s new look and feel, Frigidaire has also redesigned its website.
Frigidaire will continue to roll out new components of the “Your House Rules” campaign throughout the year and into 2018.
Loyalty360 talked to John Weinstock, senior vice president of marketing at parent company Electrolux North America, to learn more about the brand relaunch.
What prompted the brand relaunch and what are your goals for it from a customer engagement perspective?
Weinstock: Since 1918, Frigidaire has created reliable, easy-to-use products, from refrigerators to dishwashers to cooking appliances, all designed to help consumers run their home, their way. It is this philosophy that drove us to create and launch the “Your House Rules” campaign, a platform that is designed to celebrate and support the awesome in every home. Our vision is to change the conversation from having the perfect home to enjoying the home that’s perfect for you. We are a brand that wants consumers to feel pride in the things that make them unique.
How did this marketing campaign come together?
Weinstock: We did extensive research and testing prior to launching this campaign. We found that Frigidaire consumers take a lot of pride in how they run their homes. They don’t feel like they need to live up to someone else’s standards, but rather organize and live their lives in a way that works best for them. The new tagline “Your House Rules” was born out of this insight.
What is the company focused more on now than in the past?
Weinstock: We are taking a digital-first approach in all of our initiatives. A commercial featuring Frigidaire’s Black Stainless Steel collection of kitchen appliances with a pirate party twist was released nationally as well as on Frigidaire social properties on Sept. 8. The campaign will also come to life on social media, Hulu, YouTube, and paid search, among other platforms. We have also redesigned the Frigidaire website, placing an emphasis on ease-of-use and consumer engagement for both appliance shoppers and existing owners. A few of the new, interactive features tied to the advertising campaign include:
Custom Doormat Creator – every family has a rule that defines their house. You can now create a digital doormat featuring your family’s mantra and share it across social media.
Excuse Generator – your house rules, so why would you ever want to leave? The excuse generator provides clever ways to clear your calendar.
How will social media be leveraged in the relaunch?
Weinstock: A large priority in this relaunch is to extend the campaign message with social media content that empowers shoppers and existing owners to celebrate the things that make every home unique. Additionally, this content will drive traffic to the interactive website where new features encourage engagement and social sharing. Another component will be utilizing digital influencer partnerships so fresh content can be introduced and shared across the Frigidaire social media channels.
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