Electrolux commissioned us to create an initiative that allowed the brand to connect its products with a young audience.
An 8 part online comedy, Dan Fielding Domestic God, was created and featured aspiring TV presenter Dan Fielding - think Nigella Lawson meets Jamie Oliver.
We seeded a number of assets online including episodes, trailers and outtakes. As part of the social media strategy, we set up and managed Dan's YouTube and MySpace channel which offered fans the chance to interact with him and watch extra content.
•Over 200 pieces of online coverage including The Independent and The Sun
•Online coverage reached an audience of over 16,700,000
•Over 510,000 views of clips
•Over 225,000 fans connected with Dan on his MySpace channel
•"Top 10 viral campaign." The Times online
•"How a smart ad campaign tried to turn British men into domestic gods." The Independent online