Building up a Brand and a Winning Digital Marketing Strategy for Whirlpool, Maytag
Faced with years of consecutive share loss from its Maytag, Whirlpool was keen to shift gears and penetrate the appliance category. Although growing explosively, the segment was populated with established competitors, each with a unique point of differentiation.
To translate decades of appliance leadership into credibility and differentiation, True Pixel branded ‘The Maytag Store’ to connect with consumers’ growing interest in branded alternatives. Using our insight of ‘your friendly neighborhood appliance repair guy’ to guide our creative efforts, we devised the brand strategy, identity, digital marketing strategy as well as website platform that successfully transitioned Maytag into the reliable lower-cost branded appliance space.
Sales exceeded projections, leading to additional line extensions – and a dramatic increase in market share.
“True Pixel’s expertise in the area was eye-opening compared to competitors. We had spent many years experimenting with vendors and found that True Pixel demonstrated superior knowledge in the industry.”
Director, The Maytag Store, Whirlpool