An appliance company is only as strong as its brand, and to build that brand many companies start with laser focus on their “core competencies”. These are areas where an organization feels that they can reliably outperform, or at least outmaneuver the competition. To get the word out, they then rely on creative agencies to craft advertisements for both TV, and hopefully viral online campaigns.
Ad campaigns, combined with aggressive inbound and outbound marketing helps to develop market-share. In the appliance space, one of the most critical aspects of developing market-share is developing a strong network of vendors, dealers and distributors. The advertisements help to drive customer into the stores (both online and physical), and manufacturer-certified sales reps can help fit the perfect solution to the customer.
Outbound marketing teams can follow-up on leads and help close the sale with customers that require personalized attention. Inbound marketing with a talented team of brand reps can help build the foundation for strong brand loyalty. This entire cycle hinges on strong advertising campaigns to build awareness, demand and strong sales.
1. KitchenAid’s Brazilian Ad Campaign That Went Internationally Viral
For KitchenAid, this started in 1919 under the Hobart Corporation with a line of stand-up mixers. KitchenAid’s singular focus shifted with the addition of dishwashers in 1949 and then an advertising partnership with Williams-Sonoma tripled brand awareness in the 1980’s. Today KitchenAid is part of the ever-growing king of appliances: Whirlpool. However, their advertising and brand identity remain largely separate.
One of KitchenAid’s latest viral advertising campaigns involved a look back on some of their most iconic art from years past. While the campaign was released in Brazil, users pinned the images on Pinterest and before long, the viral nature of the internet did the rest. The image, and a ton of other KitchenAid artistic advertisements have earned “KitchenAid Brasil” almost 4,000 followers.
2. WhirlPool Goes Right for the Feels
Sometimes the best advertisements are the ones that speak to us. Instead of focusing on a product or a “unique-value-proposition”, they go right for the heart strings. The commercials that master the art of striking a deeper chord almost make viewers forget they’re watching a commercial. It’s no wonder that studies show time and again emotional ads outperform rational messages.
Whirlpool hit one out of the park last year with an ad highlighting the important role that parents play in their children’s lives. The message is that it’s all the little things that happen behind the scenes to provide a healthy environment for a growing child. Their “What and How” advertising campaign showcased how their new line of washers could use the memory function to better customize the settings and automate the process of applying custom settings to the wash cycles. If the things we use every day to take care of our family can become smarter to minimize the amount of time it takes us to do things, like wash out clothes, that means more time with the family.
3. Maytag: Indecisive Dad
What’s one of the biggest drains of energy in your household? If you’re like most families, the fridge draws a ton of power. And it’s not because it needs to run constantly, but because indecisive family members love to open the door and stare at the options available. Will you pick out the leftover Chinese food, or maybe a glass of orange juice? No matter what you decide, and how long it takes for you to decide on it, Maytag’s “Indecisive Dad” viral campaign reached more than 2.7million people with a simple message: Maytag’s Power Cold feature will be standing by to get temperature back down quickly after shutting the door.
4. LG: Bye Bye Panties
I think somebody whispered in the ear of the advertising executives at LG because they seem to have figured out that sex sells, everything. So how does an electronics giant and appliance king make a washer sexy? Well, they focus on the women wearing the panties for 40 seconds of titillating shots up women’s skirts and throughout the bedroom.
While the women are technically clothed, it’s clear that the models are looking to strike a chord with the male audience watching TV. To top it all off, LG takes away the beautiful women and spends the last 13 seconds of the ad reminding women that the panties are only sexy if they’re being worn; not hanging around the house, so put them in the LG washer and quickly get them back into service!
One of the clever components of this ad campaign is that while it may not have aired in every country, due to its risky nature, it has gone viral on YouTube. Whenever a commercial is banned from TV it almost always ends up being “leaked” and then loaded online in a ton of places. So, hat (or panties) off to the folks at LG for taking advantage of human nature and not only making a washing machine sexy, but giving the nerds living in their parent’s basement something to post to their YouTube channel.
5. Sears: Run Into the Top 10 Home Appliances
Most appliances in the home become difficult to repair after six years according to GoAssist. For a company like Sears, this isn’t good news as much of their business previously revolved around servicing home appliances. The fact that appliances aren’t lasting as long in the home is one of many reasons Sears has run into some serious financial difficulty in recent years.
But, that doesn’t stop us from enjoying their goofy ads, which are bouncing around the interwebs more than ever! So what do you get when you combine a cute couple heading to the beach and then running along the sand? Well, a surprise appliance commercial, of course! While the premise for the ad is preposterous, I marvel at the attention to detail they spent in the sound the two models make when they “run into” the top 10 appliances that Sears sells.
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