Find out how we introduced Ebac’s new UK-built washing machine range to the world. The joined up pre-launch teaser campaign resulted in website traffic increases of 41% and positive sentiment of 82%.
We created this animation as an ‘explainer’ video to highlight the benefits of dual fill (cold, as well as hot water feeds) on Ebac washing machines. It was designed to explain what dual fill is, how it can help save money and let prospective buyers know it’s there. It also sets Ebac’s washing machines apart from every one of their competitors.
Design Workshop took British manufacturer, Ebac, a step closer to the launch of the first British washing machine in over a decade. In a crowded washing machine market, we helped Ebac massively amplify their online profile and build a loyal social media following, thanks to our creative input and powerful ad campaigns.
We created a concept called “Washology” using the strapline, “Bright Ideas for Clean Clothes”. Washology was about saving time, saving money and giving peace of mind. Each aspect of the campaign emphasised these key principles.
We designed, built and wrote content for Ebac’s teaser website as part of the company’s pre-launch campaign. The website was optimised for mobile devices and had a consistent look and feel with the company’s parent site.
We story boarded and art directed each of the main teaser videos. They are designed to highlight the USPs of Ebac’s washing machines; quality, dual fill and the fact they are the only British manufacturer of washing machines. Each video allows for a complete visual communication and helps build emotional connections with Ebac’s potential customer.
We created the animation as an “explainer” video to highlight the benefits of “dual fill” (cold, as well as hot water feeds). It was designed to explain what dual fill is, how it can help save money and let prospective buyers know it’s there. It also sets Ebac’s washing machines apart from every one of their competitors. The short video has a quirky mix of marketing and creativity at its heart. The video is fast paced and uses Ebac’s corporate colours. The video will be delivered using YouTube due to the fact that the platform gets more searches than Google.
We illustrated and wrote copy for a series of digital adverts to run alongside the campaign on Google’s Display Network, as well as persuasive lifestyle videos for YouTube, which we planned, scripted and art directed.
For the six month period that the teaser campaign was running, we created concepts, imagery and content for Ebac’s Facebook and Twitter feeds, which saw a growth in followers of 495% and post engagement of 3.6%, positive sentiment towards the brand run consistently at 82% and overall brand engagement of 4.71% (compared to the national average of just 0.96%).
Website traffic increased 41% in six months and time on website rose to an average of four minutes per visit.
From the ‘Washology’ website and video production, to their content ideas for our social media feeds and digital adverts, Design Workshop have exceeded our expectations on everything we’ve thrown at them and were continually impressed by the results we saw.Darren Feasey, Former Senior Product Manager
Ebac employs about 240 workers and has the potential to make more than 300,000 washing machine appliances from their UK base, with the anticipated creation of a further 200 much needed manufacturing jobs at their facility in the future.