RESULTS
AFFRESH APPLIANCE CARE
MIND'S EYE: THE GREATNESS OF GROSS
Disruption is not always pretty. In fact, sometimes it needs to be gross, even off-putting. That was the calculated risk we took with Affresh. Even in consumer testing, we met hesitancy. To me, it is a testament to the guts it takes to avoid falling victim to forgettable work. A 6-foot rotten fish shoved in your dishwasher might not be the image you crave, but it is exactly what you will remember when you fall prey to dishwasher stink.
Breaking the Commercial Formula
The Mind's Eye campaign generated high-impact sales and engagement through a strategic blend of consumer insights, journey mapping, visual storytelling, and iconic branding. We broke with common commercial formats by using zero voice for half the commercial. It was a strategic visual silence. This dramatic pause shattered standard commercial pacing, actively inviting the viewer to lean in. We let the visuals speak volumes, using only an announcer at the very end to drive the final product proposition.
Risk as a Business Driver
This integrated campaign delivered the brand's most effective performance to date, proving that creative risk is not just an artistic craft. It is a powerful business driver.
The Results
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+146% Buy Now conversions
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+187% landing page views
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+126% video engagement
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+7% lift in unaided brand awareness
PAID SOCIAL – FACEBOOK – Carousel
PAID SOCIAL – PINTEREST
PAID SOCIAL – PINTEREST
INSTAGRAM – AI + PHOTOSHOP + PREMIERE
INFLUENCERS & ORGANIC POSTS
PRODUCT PHOTOGRAPHY – Lifestyle
AMAZON STORE PAGE
PRODUCT EDUCATION – How To Video
PACKAGING REDESIGN
High-Performing Designs Optimized for Site and Shelf
The Moment of Truth
Legal requirements are undeniably important in packaging, but they were actively crushing the performance of Affresh. Packaging is the ultimate moment of truth, and not just on the physical shelf. The brand had fallen behind on purposeful updates, missing critical insights needed to communicate effectively in e-commerce. Important product attributes had become minuscule. Instructions were incredibly overwritten and confusing. All of this negatively affected the overall aesthetic, making the product look dated and overly complicated.
A Proactive Pitch
I proactively presented these observations and strategic solutions to the client, and they immediately agreed to the overhaul. We set out to completely transform the packaging's visual hierarchy and user experience.
Design That Drives Action
The results are a night-and-day difference. The new Affresh packaging absolutely pops across both physical retail and ecommerce platforms, especially on key product listing pages. We achieved this transformation through several strategic shifts:
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Bilingual Equity: Recognizing Spanish-speaking consumers as a crucial segment, we divided the packaging real estate equally.
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Telegraphic Instructions: We utilized intuitive visuals to delete unnecessary copy, making product usage visually obvious and incredibly easy to understand.
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Instant Validation: We significantly increased the prominence of the "Recommended by" section, providing immediate confidence for buyers searching for the perfect appliance cleaner.
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High Contrast Color Coding: We refined the color system to clearly delineate specific products and achieve striking visual contrast both in print and on screen.
