Cutting through the clutter with content, and coming across as hip or cool isnâ€™t easy to for many brands. When it comes to disrupting the industry and creating a younger image to attract consumers, one way would be through tapping on to consumersâ€™ points of interest.
Dalia Feldheim (pictured), CMO of Electrolux, said during the Content 360 conference organised by Marketing, that in the appliance industry, it isnâ€™t always easy to stand out given that products donâ€™t always have defining characteristic that makes them stand apart from competitors. To most consumers, they are just more of the same. Her challenge as such was to create a lovemark for a washing machine and bring passion into the category.
â€śAs marketers, we donâ€™t talk about products. We talk about passion points.Â And in marketing, we only have one boss and that is the consumer,â€ť Feldheim said.
So instead, the brand decided to look at its core consumer group, to find out what drew their interest. A study carried out by Electrolux found that its consumers in general, especially women aged 25 to 50 years old, were quite passionate about fashion.
Banking on this, the team at Electrolux decided to associate the Electrolux brand with consumersâ€™ passion points to gain relevancy in their lives. Feldheim explained that the focus went from talking about cleaning to talking about caring.
â€śWe wanted to explore how we could stop talking about cleaning, which every washing machine does, and start talking about caring for our clothes in a meaningful way,â€ť Feldheim added, citing the example of how consumers have encountered their clothes being ruined after a cycle in the washing machine.
To do this, Electrolux partnered with fashion designers such as Rajo Laurel from the Philippines and Polpat Asavaprapha from Thailand to raise awareness of its new FashionCare campaign. The campaign was created with the focus of not just cleaning, but caring for clothes.
Mediaâ€™s role in content marketing
With so many platforms available to engage consumers, gone are the days when companies can blast TV ads and expect to increase their brand awareness. So while content today needs to be â€śpurpose-drivenâ€ť, it needs to also be accompanied with a media strategy that drives conversion.
Several steps, as such, are a must before embarking on a campaign strategy. This includes defining its target audience, who it wishes to convert into loyal customers and having adequate data. Given that most marketers still struggle to get the right budget for their executions, knowing your media strategy is vital.
For Electrolux to have adequate data and adopt a conversion-driven media approach, it made use of consumer data gathered through Facebook Audience Insights. It created one core piece of content, to gauge interest and find those truly passionate about fashion, before editing and sharing eight different versions of the core content.
Thereafter, the company targeted its consumers who were most passionate about fashion based on Facebook Audience Insights. When consumers engaged with the content, by either liking or sharing the work, Electrolux will build on the engagement by serving them another piece of content with more information about its washing machine. This will be followed by a promotion and a link to the website.
Feldheim added that A/B testing for content is also vital in achieving return on investment (ROI).Â Electrolux conducted A/B testing for one of its Facebook videos by posting both horizontal and vertical formats.Â Despite the horizonal video getting more impressions, the vertical video garnered more clicks and shares, as well as required less media spend. Since the latter drove more engagements for Electrolux, the brand began shifting its media towards vertical formats.
In this instance, Feldheim said producing a wide variety of content and ensuring that it is targeted also helped boost brand engagement. She added that this can also trigger a path to purchase. Knowing where your consumers are at and working on a media strategy to target them, in this case for Electrolux it was with a fashion magazine, are also vital steps to success.
Ultimately, the conversion-driven media approach caused its website reach and engagement to increase 16 times more than the average, and 70% of consumers who saw its Facebook ad shared it, which was five times the normal rate.