Maytag launched a campaign this year offering new brand positioning. They introduced a new Maytag man and the creativity of their content is helping push their new story.
Senior brand manager, Heather Jones, talked to us about the campaign at the DigitasLBi Newfronts event. She informed us they are rolling out a series of TV ads while also scaling them for digital and using the two platforms seamlessly. Jones says, “We’re seeing digital media platform as a huge opportunity to drive reach in a more cost efficient way that is more granulated in targeting as well, so we’re able to reach our target consumer in a really efficient manner.”
She goes on to say how “social is huge for us this year.” Maytag values telling their story and hearing back from the consumer in real time. They’re driving two-way engagement with the target and this new content makes that possible.
Jones gave her opinion on the future of digital spend in saying, “I think digital spend is only going to increase. Consumers are demanding that premium content in a bigger way.” She touches on the use of multiple devices, the demand for content, and the necessary presence of advertisers and brands in these efficient spaces.