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Major Appliance Manufacturer Improves Sales through Emotional Consumer Connection

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A major appliance manufacturer lacked marketplace differentiation and was looking to create an emotional consumer connection with its target market. As such, it wanted to devise a messaging strategy that would go beyond functional category benefits to create an emotional consumer connection.

Project Objectives

  • Identify meaningful, emotional insights to leverage in marketing communications
  • Understand the persuasion and break-through potential of various advertising campaigns
  • Translate lead advertising campaign online in a way that emotionally resonates with consumers and is easy to navigate


Insights in Marketing conducted a series of in-depth, one-on-one interviews and leveraged video-based homework of people performing household chores to identify emotional, meaningful insights.

Leveraging these meaningful insights, the client team created advertising concepts which IIM tested with consumers during in-person focus groups. 

Once an ad concept was selected, IIM conducted web cam online interviews with consumers to test the concept's effectiveness online via website usability testing.


Through this 3-pronged approach the team:

  • Introduced a new integrated marketing campaign which included TV, print, in-store and online communication vehicles.
  • Experienced improved sales and increased brand relevancy (campaign ran for 3 years).
  • Identified an emotional linkage to brand perception and product use, enabling more effective communication with target consumer

Company profile

Insights in Marketing

Insights in Marketing

Northbrook, Illinois, United States of America
Telephone: (847) 853-0500
About Insights in Marketing: Insights in Marketing (IIM) is a marketing research firm that delivers in-depth and actionable insights inspired by the consumer voice.

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