Creative Director, Copy
Creative Director, Copy
With only a single, unpowered stainless steel range on display, it’s challenging for shoppers to experience cooking techniques or envision color IRL. So we created a QR code activated mobile video that brought the full collection of color options to life in-store, a paint-chip inspired color chip brochure and an innovative, oversized color swatch offered online that let consumers experience color at home.
To fuel inspiration on the sales floor without distracting from the premium product, we brought the range to life with faux flame POS and a food-focused brochure that transformed technology into cooking techniques. Online product videos and social content sparked makers, bakers and creators with a colorful food storytelling that brought features to life. And post-purchase continued to delight, with custom handle medallions packaged like jewelry.
The campaign stoked shopper’s appetites for color - exceeding online swatch order projections by 700% and showing a direct link from samples to sales; doubled color sales to 42% of lead in-store model; and earned retailer accolades for color tools that empowered associates to sell color with confidence.
Agency: Whirlpool In House
Role: Creative Director
Partner: Tim Whitney, Goforlaunch