In 2014, Maytag introduced a breakthrough new line of stronger, sleeker, more dependable appliances. They needed a breakthrough promotion to support them.

Enter the Maytag Man campaign. It began with reinventing Maytag’s iconic brand character and having him play the role of the new appliances themselves. He WAS the tougher dishwasher. He WAS the harder-working laundry pair.

Humorous TV spots introduced the Man and created awareness of the new line launch.

One-of-a-kind online product demos allowed users to try out new product features by interacting with the Man as the appliance. e.g. Feeding him an entire cake to demonstrate the power of the 4-blade chopper in the Maytag dishwasher.

And social engagements let consumers communicate with and actually develop relationships with the new Man/appliances.

All these efforts combined to create an unforgettable promotional launch of a new era of Maytag appliances.

We leveraged TV and digital video to reintroduce the Maytag Man. We deployed impactful OLA tactics such as takeovers and versatile custom units to drive awareness surrounding the new Maytag campaign.

Through inspiring content via paid social channels and partnerships, we continued the story of the Maytag Man and encouraged discussion surrounding our content by utilizing social extensions. This strategy continued to build top of mind brand awareness while contemporizing the Maytag Man and building brand dependability.

We captured in-market appliance shoppers with a dependable product message vial branded and non-branded SEM, targeted OLA and message retargeting.

Beyond breaking through, this promotional launch stopped a multi-year decline in Maytag’s brand health. We successfully brought Maytag back from the brink and provoked action and interest in consumers that Maytag hadn’t seen in quite some time.

Just 6 months after the promotional launch:

Brand awareness rose 21%

Brand preference rose 24%

Purchase intent climbed 47%

Market share increased 1.20 points (+12%)