RESULTS
AFFRESH APPLIANCE CARE
MIND'S EYE: THE GREATNESS OF GROSS
Disruption isn't always pretty. In fact, sometimes it needs to be gross, even off-putting. That was the calculated risk we took with Affresh. Even in consumer testing, we met hesitancy. To me, it's a testament to the guts it takes not fall victim to forgettable work. So a 6-foot rotten fish shoved in your dishwasher might not be the image you crave, but it is exactly what you'll remember when you fall prey to dishwasher stink.
"Mind's Eye" generated high-impact sales and engagement through a strategic blend of consumer insights, consumer journey, visual storytelling, and iconic branding. We broke with common commercial formats, using zero voice for half the commercial—a strategic caesura, if you will. This dramatic silence broke consumer pod awareness, inviting them to lean in. We let visuals speak volumes, using only AVO to drive the final product proposition.
Mind's Eye's integrated campaign delivered the most effective in the brand’s history, proving that creative risk isn't just a craft; it’s a business driver.
RESULTS
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+146% Buy Now conversions
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+187% Landing page views
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+126% Video engagement
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+7% Lift in unaided brand awareness
PAID SOCIAL – FACEBOOK – Carousel
PAID SOCIAL – PINTEREST
PAID SOCIAL – PINTEREST
INSTAGRAM – AI + PHOTOSHOP + PREMIERE
INFLUENCERS & ORGANIC POSTS
PRODUCT PHOTOGRAPHY – Lifestyle
AMAZON STORE PAGE
PRODUCT EDUCATION – How To Video
PACKAGING REDESIGN
High-Performing Designs Optimized for Site and Shelf
Legal is important in packaging, but it was crushing affresh performance. Packaging is the moment of truth, and not just off-shelf. Affresh had fallen behind on purposeful updates to its packaging, leveraging important insights to better communicate through e-commerce. Important product attributes had become minuscule. Instructions were incredibly overwritten and confusing. All of this affected the product's overall aesthetic, making it look dated and complicated.
I proactively presented these observations and solutions to the client, and they immediately agreed. The results are night and day. The affresh packaging pops up across retail and e-commerce, especially on key product listing pages. Understanding Spanish-speaking consumers as a crucial consumer segment, we divided the real estate equally. We utilized visuals to delete more and more copy, making product usage telegraphic. And we increase the prominence of the "Recommended by" section, adding immediate validation for buyers shopping for the perfect appliance cleaner. Lastly, we refined and adjusted the color coding to delineate products and achieve high contrast in print and on screen.
