Grand
Appliance
AIR FRY CAMPAIGN—2019
Challenge
Frigidaire and Grand Appliance presented an interesting challenge to avb marketing when the teams asked us to quickly launch a campaign designed to lift sales for its new ranges with Air Fry technology. Air Fryers are relatively new to consumers, and when you add the technology to that of a range, there is an extra level of education that needs to be delivered. In just a few short months, we needed to not only rapidly increase awareness of the features and benefits of Air Fry cooking, but also drive the consumers to purchase Frigidaire Air Fry ranges in-store and online.
Approach
The avb marketing team developed a long-term SEO strategy with the intent of capturing an in-market audience for a different kind of cooking experience, with original content built around making healthier and delicious meals for the entire family. In order to jump start the long term strategy, our team created a pay-to-play strategy utilizing Google, Facebook & Instagram. As a companion to social distribution of original content, we took advantage of the large email database and distributed our original blog content to an active audience.
Results
This campaign blew our expectations out of the water in terms of success. In a short amount of time, we were able to generate high engagement on Grand Appliance’s organic channels as well as double the sales of Frigidaire Air Fry product for both the client and the manufacturer. As a bonus, because this campaign was built around a long-term SEO plan, we expect to continue to see positive results.
New users to Grand’s site from Google PPC campaign
5,899
Add To Carts, value of $15,990 on
Facebook alone
23
Email open
rate
26.5%
Member Feedback
“This program was effective by every possible metric. It was highly engaging on Facebook and Instagram, it drove traffic to the website and it helped to more than double our sales of Air Fry ranges. Additionally, it allowed us to have a demonstrable win with Frigidaire/Electrolux on a new product launch that we intend to leverage toward support for future opportunities.”
