Indesit has unveiled an integrated marketing campaign which will be utilised throughout 2017 in the UK, Italy, Russia and France.
The brand says that the #DoItTogether campaign is built around a social trend relating to the world of domestic appliances – and to Indesit’s core customer base of hard working families. The #DoItTogether campaign aims to trigger public debate on how to share the burden of housework in a better way. While the message is important, the tone will be light-hearted and make creative use of an online campaign, interactive social media experiments and an online series, Indesit adds.
The latest UK research, completed by Fly Research, shows that despite the growing gender equality movement, household chores revert back to stereotypes when families have children – with women doing up to 81% of all household chores when they become mums. Further research, by OECD, allowed Indesit to compare the UK with France, Italy, and Russia, and stated: “on average, female partners spend twice as much time on housework than their partners”. The OECD study confirmed 64.5% of housework is still done by Russian women, whilst in Italy 80% of the housework is done by women, and 73% of housework in France is still done by women.
Indesit brand communications director Ian Moverley commented: “Through the #DoItTogether campaign, Indesit aims to raise awareness of this social challenge in a light-hearted yet thought-provoking manner. Our positive call to action, ‘DoItTogether’, invites all family members to take a share in the housework.”
The campaign will combine online and offline marketing initiatives including significant use of social media platforms. Ian explained: “This powerful campaign will be driven by content and social experiences that will seek to engage consumers with these issues while showing Indesit’s products at the heart of modern families’ daily lives.”
The campaign launched on April 26 with a video, ‘DoItTogether’, which brings to life a world where a male carries the burden of the housework. Indesit adds that the video will feature extensively in online advertising and social media channels, and the campaign will build on this theme throughout 2017.
Key tactics include:
- A social media experiment will help individuals discover how collaborative their own home environments are. This will take the form of an online/social media-enabled survey that will add further data to Indesit’s consumer insight into gender roles as well as allowing participants to create their own shareable insights. A related activity is a special Stickers app, available on iOS, which will let participants share special animations and emojis when sharing and discussing their participation via social media.
- ‘The Big Switch Up’ – A major component of the campaign will be an online web series that will follow the lives of real families taking on the ‘DoItTogether’ challenge by swapping their roles in the home. This web series will air from Q2 2017 and will be promoted via video ads in premium online media. In the UK, the series will be hosted by TV personality and vlogger, Giovanna Fletcher.
Throughout the campaign, Indesit’s home appliances will play ‘a starring role in making housework easier’, as families balance busy lives with the demands of the home, the company adds.
