In a first-of-its-kind, all-social campaign for the company, Electrolux has enlisted a network of fashion bloggers and style authorities to support the national rollout of a new laundry pair.
The product, the front-load Perfect Steam Washer with companion dryer, features proprietary SmartBoost technology that premixes water and detergent in a separate chamber before the wash cycle begins for extra-deep cleaning and tough stain removal.
To spread the word, Electrolux is employing social influencers to help position the washer via a digital marketing campaign as “the innovative secret to maintaining an impeccable wardrobe.”
The effort, “The Secret to Great Style,” is set to launch on July 11, and will encompass blog posts, videos and other social content led by fashion blogger Emily Jackson, author of the lifestyle blog Ivory Lane. By providing a peek behind the scenes into their own laundry care, Electrolux said it hopes to “tap into consumers’ desire to care for their favorite clothes so that they can wear them (and wash them) again and again without ruining their most-loved pieces in the process.”
Indeed, the 4.4-cubic-foot washer, which won a KBIS 2016 Best of Show Award in January, also features a sensor-rich LuxCare system, refined from thousands of hours of testing in Electrolux’s fabric care labs, that provides improved wash actions, perfect cycle timing, temperature control, and smart-load sensing.
Together with SmartBoost, the washer will keep colors vibrant longer, and fabric looking and feeling like new even after repeated washes, Electrolux said.
The unit (model EFLS617S) carries a suggested retail of $1,099, and has already hit dealer sales floors, where it is available in island white or titanium.