Helping locked-down consumers breathe easier at home
When COVID-19 sent the world inside, Carrier and Doe-Anderson saw a huge opportunity to leverage the Carrier reputation for innovation and premium comfort while actually improving the lives of homeowners.
The Healthy Homes initiative was built on the insight that home comfort goes way beyond beautiful interior design and furnishings – that knowing the air you and your family are breathing is clean and fresh gives you the confidence to be able to truly relax at home.
As you might expect, that message resonated strongly in the middle of a pandemic. That gave us a unique opportunity to build Carrier brand awareness, favorability and consideration in a traditionally low-interest category.
- Brand Messaging
- Connections Planning
- Consumer Research
- Digital Marketing
By the numbers
*Kantar + Discovery Inc., August 4, 2021
†corporate.carrier.com, July 29, 2021
Creating awareness by making Indoor Air Quality meaningful
While Carrier had offered Indoor Air Quality (IAQ) systems and products for years, the adoption rate was stubbornly low as the case had never been effectively made as to why IAQ was an important aspect of home climate control. The pandemic provided an opportunity to change the conversation. By positioning IAQ as a part of a comprehensive home comfort solution, we raised both awareness and relevance by asking consumers to consider what types of “home improvement” really mattered at this unique moment in time.
HGTV INTEGRATED CAMPAIGN
An audience that was in the zone
We created a plan using 15- and 30-second spots on top-rated HGTV shows, supported by custom content on their social channels as well as sponsorships within the programs themselves.
houzz.com thought leader series
Reaching the reno crowd
Our partnership with houzz.com was focused on content created especially to appeal to those researching home renovations, pulling through the campaign's key message that clean, fresh air is the best upgrade a homeowner can make.
Our thinkers, doers and dreamers would love nothing better than to go to work on your most profound marketing challenges. Bring us the problem, and we’ll become part of the solution. Deal?