European strategic communications for Electrolux
Making clothes last longer is better for you and the planet.
It’s a fact. Looking after your clothes helps look after the planet. How do we know? We created the largest ever study into laundry habits across Europe. We polled 12,000 adults across 12 European markets at the same time as spending hours and days analysing data and listening to what Electrolux’s experts had to say.
We compared CO2 equivalents from powder detergent versus liquid and the implications on global warming of washing at 40°C versus 30. We read reports and digested the implications.
We then wrote up the results into a 37-page white paper which we published and distributed to markets across Europe.
Messaging and narrative
“Sentient challenges our thinking in a way that is rare.”
Electrolux & AEG, PR, Social & Earned Media Manager
We briefed the markets on stories the data seemed to be telling us about their own specific populations. And we created tool kits to bring story lines to life across multiple channels. We listened to the markets and, from there, created thought leadership platforms for them to surround sound with research, social posts, influencer activity and partnerships.
Creating a better level of European strategic communications is about listening more than doing.
It’s about understanding the complexities and realities of operating in a local market versus a central function. It’s being able to empathise whilst also being able to direct, advise and point towards a journey to better.
It’s also about helping markets fully realise the potential of an above the line campaign. By creating assets across earned and owned media which support and supplement paid media (and vice versa), the brand benefits from the multiplier effect. When all three routes align, the benefits to brand can be up to 70% more than by using one channel. That’s why integrated is always better.
Sentient is now involved in bringing the campaign to life internally, for employees of the Electrolux group globally. An extension, if you like, of European strategic communications turning its gaze inwards. As it should. The mission to help make clothes last longer by washing less, wearing more and caring better has only just begun and we are excited by where it might lead.