JennAir’s “Bound by Nothing” campaign was ambitious, but the brand needed a space to accelerate influencer marketing strategies targeting its “Big 5:” Specifiers, Sales Associates, Builders, Installers, and Servicers. With the Jenn X space at The World of Whirlpool in Chicago, the real challenge became bringing the brand and product breadth to life with 70 new products in a limited space environment.
The key to this puzzle lay within the brand archetype of JennAir. Break down the walls of old luxury and rise anew freedom. We used the auto industry as inspiration. Tesla was doing a lot with a small footprint compared to traditional dealerships. Why house 70 products with the creative use of digital tools at our disposal? Championing tech and customization, we developed a showroom like no other for home appliances.
To further inspire the “Big 5,” we interviewed industrial designers who expressed their genuine passion, tirelessly scrutinizing every detail put into JennAir’s sexy new design expressions, Rise and Noir.
This experience caused a 38% increase in brand consideration and a 10% increase in brand preference, translating to a 3.2% increase in sales growth within the first six months of 2018. Sales associates were among the largest group to take notice with a 47% brand recommendation.
