ISSUE
In Fall of 2016, GE Appliances launched Slate, a stone-inspired finish that offers a range of innovative benefits and features, such as smudge and fingerprint resistance and best-in-class durability. But customer reviews and social media chatter made it clear that the #1 reason consumers are drawn to Slate is because of its unmatched versatility. How could we communicate that to a larger audience in a way that feels new, fun and highly visual?
IDEA
The style that matches yours. To demonstrate just how versatile the line is, we launched #30DaysOfMoodboards, a month-long campaign that reimagined 30 different kitchen styles as mood boards, each outfitted with Slate appliances. For added reach and awareness, we partnered with design and lifestyle influencers, who created their own original boards around Slate, along with corresponding Instagram stories for each week of the campaign.
LINKS
IMPACT
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