Global garment care leader Rowenta tasked 5W with developing a creative plan of action to support the launch of its DW3 Steam Care iron. The product aims to revolutionize the ironing category - a space that is not typically known for innovation or excitement - with its unique technologies that allow for use on multiple fabrics without manual adjustment and guarantee that it will never burn. In a world saturated with wrinkle-free clothing options, as well as a surplus of garment care equipment, Rowenta was in need of campaign that resonated with consumers by bringing to light the truly unique and useful attributes of the DW3 iron.

Media Placements

        


Rowenta Public Relations - 5W Home PR Agency

STRATEGY

5W conceptualized and executed the #IronAnything campaign - an integrated program that fuses together traditional and social media tactics in an effort to attract a wide breadth of consumers spanning multiple generations. The overarching theme was designed to acknowledge that today's consumers are time-strapped, uninformed in regards to fabric-care and in need of an all-in-one solution for their ironing needs.

Each individual element highlighted the brand in a modern way, while also reminding consumers that ironing is still an essential part of everyday life and does not need to be viewed as an overwhelming or time consuming task. Our integrated traditional and social media campaign included:

  • Creative Visual Asset Development - ideated and fully managed the creation of a plethora of engaging brand assets, including: promotional videos, social media content such as gifs and mini-infographics, and lifestyle imagery.
  • Social Media Advertising Campaign - Video posts on Facebook, Instagram and Youtube were boosted with advertising dollars to increase the visibility and extend the lifespan of each video.
  • Instagram Account Launch - researched and created an Instagram aesthetic that would reflect the brand, its products and its lifestyle for followers to engage with. Our target demos of fashion-focused and craft-focused consumers are very engaged on the platform and we looked to bring Rowenta into that conversation.
  • "Get Your Ironing On" Blogger Campaign - fourteen notable lifestyle influencers were recruited to share an authentic take on how they make ironing a fun part of their household routine while using the DW3 iron.
    *Total blogger campaign impressions = 2,531,230
  • #IronAnything Infographic Creation - created a visual representation of the role of ironing in today's society and explains why it is an essential tool for all generations.
  • Traditional Media Relations Outreach (National, Regional & Trade) - pre-launch product seeding and exclusive press previews for key media in addition to post launch outreach nationwide.

RESULTS

To date, 5W has garnered over 7,773,457 media impressions directly in support of the DW3 Steam Care product launch including coverage on ABC's "The Rachael Ray Show."

The Social Media video campaign has reached a combined total of 102,483 views. Furthermore, Rowenta has noted that 5W's #IronAnything campaign is being recognized as "a strong activation for the brand" and has helped to further strengthen the relationship with home retail giant, Bed Bath & Beyond.

The DW3 campaign was also an opportunity for those not following Rowenta on Facebook and Instagram to comment on how much they need the brand in their lives or talk about their own Rowenta irons and how long they have their own. The biggest insight we garnered via social comments was that individuals found it as a source of pride to brag about how long they had had their Rowenta irons and how much they found them to be reliable




































Home and Housewares Public Relations - 5W PR Firm - NY, LA and Denver

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