We created Le Menu de Cannes, a pan-European competition covering all the things Catherine loves – food, fashion and style. Teams consisting of chefs, stylists and designers competed in a series of themed dining challenges in the lead up to Cannes.Partnering with MSN, we filmed the Menu de Cannes series and created content hubs on MSN and Facebook. Webisodes from the challenges, episode previews, team biographies and behind the scenes footage were seeded across the hubs to take the professional cooking and design tips to a wider audience. Catherine followed her favourite team as the competition progressed and voted for her favourite on Facebook.Bespoke Cannes editorial around key Electrolux themes– food, fashion and style – were linked throughout MSN. Videos and photo galleries were created giving Catherine the insider information that she really loves – style tips, restaurant recommendations and other tricks for her to use in real life.

•Average dwell time was almost 4 minutes per unique user (over 30% above average), with 7+ page views per user.

•The Electrolux Facebook page grew by almost 4000%, and engagement with the Facebook content itself increased dramatically (+2000%).•The MSN hub delivered 468,000 unique users across the site, and generated over 3m page views.

•Menu de Cannes generated over €70m worth or PR coverage globally.•But more importantly, our research said that 80% of 'Catherines' agreed that Menu de Cannes had a positive influence on their perception of the brand.Now who said white goods was a low interest category?