Electrolux Design Lab is a global brand building design competition for students. In 2013 Electrolux developed an online platform to support the competition, which received over 1 700 submissions from over 60 countries worldwide. For the first time in the history of the competition, Electrolux presented a wider range of innovations, over 100 best submissions online that got shared and spread in social media and media articles. After the concepts were accepted to the competition, they were given the chance to develop the concepts with the support of Electrolux Design, R&D and Innovation Marketing professionals. This approach generated inspirational material to be shared in traditional, digital and social media channels all over the world throughout the year. In addition the project was supported with a Twitter competition and engaging final event with social media activation. In 2013, the Electrolux Design Lab competition made a leap to the digital online environment showcasing 100+ innovations online creating significant viral effect throughout the year. Challenge There is a challenge in our industry to position ourselves due to many similarities among the brands and a struggle in differentiation, therefore we need to be creative and find a way to inspire and engage our consumers to build a stronger innovative brand. Consumers love dreaming of the perfect kitchen or how their life would be more effortless if cleaning would be easier. Our approach is to offer consumers visions of their future homes and enable them to dream and be inspired by these visions and see how their homes can be like in the future. Creating these visions in the digital space with easily shareable functions ensures that consumers are able to spread the discussions about what our future homes are like closer to everybody. Strategy We want to position ourselves as an innovative brand and we strive to have an always-on conversation with our consumer in the digital arena. With the new more digital Electrolux Design Lab we have opened the opportunity for consumers to engage in conversations regarding future innovation in our homes. By creating an open innovation platform with optimized sharing functions and a strong social media strategy we have created a global engaging online discussion where students can generate content, interact, engage and share this together with our consumers and professionals throughout the year. The main success factors in doing this was to conduct the competition in stages, which enabled the conversation to continue as new material was uploaded to answer the new briefs. As the competition continued, the amount and quality of the content increased as did the interest of the public. The first submissions were shared by the public due to sheer delight and support to these concepts and later on to discuss if something so amazing could really exist in the future and how talented designers the site was portraying. This can be well seen in the success of the finalist videos and the increased amount of online articles from the likes of CNN, Mashable and Huffington Post. Execution In 2013, the Electrolux Design Lab competition made a leap to the digital online environment creating significant viral effect throughout the year. - In 2013 Electrolux developed an online platform optimized for sharing content - Over 1 700 submissions were received from over 60 countries worldwide, of which over 100 best submissions were presented online, selection made in stages - Chance to develop the concepts with the support of Electrolux Design, R&D and Innovation Marketing professionals. - Inspirational material to be shared in traditional, digital and social media channels all over the world throughout the year. - #FutureHome Twitter-competition for consumers allowed consumers to share their desires of the home of tomorrow. - 15 bloggers cooperated to write about Design Lab throughout the year. - Highlight of the year was the final event gala, with over 200 social media influencers, media and VIP guests resulting in 400+ social media posts in one day. - The project was supported with posts in the global Electrolux social media calendar, animated YouTube videos, blogger cooperation, a Twitter competition and engaging final event social media activation. - Over 40 markets activated Electrolux Design lab by using centrally produced social media and PR tool kits Result The result was clearly a great number of mentions and shares but also that Electrolux introduced the discussions regarding future home innovations to our consumers and to enable the global digital world for design students. Activation 40 markets activated the campaign 15 markets blogger cooperation 22 markets activating the Twitter competition Social media mentions 8 425 Mentions +71% vs. 2012 Articles – print and online, Europe 1 039 Articles (Mashable, Elle, FastCompany, Telegraph.co.uk, etc) +57% vs. 2012 CNN 410 000 000 visits Mashable 4,1K share in Social media Digital Spy Monthly Unique users: 13 000 000 Huffingtion post Monthly Unique users: 4 600 000 Daily Mail More than 100 million unique global visit each month The Telegraph Monthly Unique users: 54,345,008 Digital (electroluxdesignlab.com) 330 000+ unique visitors 203 countries 180 000+ votes 15 000+ social media shares 700+ comments October 16th final event 15 blogger cooperation’s 400+ mentions about #DesignLab2013 in social media on event day 174 000+ Twitter accounts reached on the event day
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