Electrolux is taking social networking to a new level for its recently launched Perfect Steam laundry pair.
After first tapping social influencers like fashion blogger Emily Jackson to spread the word, the company, under the direction of marketing senior VP John Weinstock, is teaming up with actress Gwyneth Paltrow’s lifestyle site Goop.
Through the “multi-dimensional partnership,” Electrolux will execute a couple of landmark firsts for the nearly 100-year-old brand: an ad campaign that debuts first via digital — integrating with Snapchat, no less — and the first time the majap maker will sell its laundry products through a lifestyle site.
To support the initiative, Goop and Electrolux have created a “Keep It Clean” campaign that addresses laundry’s role in “style and clean living.” Custom content will include a Q&A with La Tavola linens on “how to have a clean summer,” and designer Jessie Randall of Loeffer Randall on “keeping it clean” for back to school.
The cleanliness angle plays off the Perfect Steam Washer’s 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.
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 the technologies help keep colors vibrant longer, and fabric looking and feeling like new even after repeated washes, Electrolux said.
The point will also be made in a special Goop Back To School newsletter, out this week, which includes parent-friendly content aimed at affluent women with average household incomes of $100,000.
Meanwhile, the partners are also leveraging Snapchat for a series of behind-the-scenes Snap Stories. First up: a day in the life of Goop fashion director Laurie Trott, while wearing and caring for one article of clothing for the entire week.
Electrolux is also selling the laundry pair through a limited-edition Goop e-commerce section called Clean Laundry Shop, where visitors can also purchase non-toxic and organic laundry products.
The laundry pair retails for $2,499 with electric dryer and $2,699 with gas dryer.