industries / Appliances
Appliances
brand & performance marketing for appliance brands
Appliances are bought rarely, researched carefully and often sold through retailers and installers. The brand people remember when the old one breaks usually wins. We build that memory with research-led positioning, TV-quality creative and media planned around the buyers you need next.
why is appliance marketing different?
long, rare purchase cycles
A household might buy a heating or cooling system once a decade. The brand has to be remembered at the moment of need, years after the last ad.
retail and trade in the middle
Retailers and installers recommend brands. Consumer demand gives them a reason to stock and suggest yours.
category leaders own the shelf
Big global brands dominate awareness. A challenger has to reach new buyers, not repeat itself to the ones who already know it.
last-click can’t see it
Mass-media campaigns rarely show up in click attribution. Without a brand tracker, the work that matters most looks like it did nothing.
what we do for appliance brands
Strategy, creator briefs, video editing and design are done by our own team. We bring in production partners only for TV-scale shoots.
research & brand strategy
Primary research into what buyers value, positioning against the brands they compare you with, and a refresh that keeps the assets people already recognise.
TVC & video production
TV commercials that don’t look like category advertising, cut for 30-second, 15-second vertical and social placements, produced with partners such as TwoTractors.
static & retail creative
Key visuals, social, trade print and retail promotions designed to one system.
integrated media
Streaming TV and BVOD by audience and region, sport where buyers and installers watch together, radio and YouTube to cover the rest of the day.
consumer and trade website
A site where a homeowner prompted by the ad and a dealer checking specs both find what they came for.
brand tracking
Awareness and consideration measured against competitors before and after, so the board sees what changed.
appliance creative we’ve made
Creative we briefed, directed or made for these brands.
The 15-second vertical edit for social and mobile streaming.
One system from trade print to social and display.
Series 3 launch creative for social.
results for appliance brands
A heating brand moving into air conditioning. Budget weighted to the states where it was least known, streaming TV on Foxtel and Kayo, radio and YouTube. Awareness grew from 14% to 21%, twice the competitor average’s growth rate.
“Harry’s team filled the marketing gap in our organisation. Their strategic outlook and attention to detail helped deliver our first ever national brand marketing campaign.”
frequently asked questions
How do you measure an appliance brand campaign?
With a brand tracker baselined before launch, such as Tracksuit, read alongside retail sell-through, dealer enquiries and branded search. Last-click attribution can’t see mass-media effects.
Can an appliance brand afford TV?
Streaming TV and BVOD can be bought by audience and region in smaller volumes than national linear spots, which brings TV-screen reach within challenger budgets.
Do you work with brands that sell through retailers and installers?
Yes. Bonaire sells mostly through trade. The campaign was built to speak to installers and households at the same time.
Do we need a rebrand to compete?
Rarely. Bonaire kept the colours and logo people already linked to the brand and sharpened everything around them.
services for appliance brands
Integrated Campaigns
TV, streaming, radio and out-of-home for when paid social runs short of new buyers.
Brand & Creative Strategy
Positioning, buyers and creative territories built from what your customers say.
Other industries: apparel & activewear · skincare & personal care · home, kitchen & garden · food & beverage
We'll 3X your investment in us
That's our pinky promise to you! You'll see measurable improvement in results within the first 90 days with better ads and higher conversions.
Keen to have us as your performance marketing partner? Please click the "partner with us" button to see if we're a good fit.