It holds just the thing we crave. Its door is always open to us. No matter what we’re going through, it stays perfectly chill. It even keeps a light on for us at night, when we need it most.

What would life be like without our refrigerators?

That was the question Bosch posed to the world in 2014. A respected leader in household appliances, the brand wanted to rejuvenate its kitchen staple with a bigger, younger, and more global audience, timed to the 2014 Consumer Electronics Unlimited (IFA) and the German roll-out of the Bosch Cool Classic, a refrigerator combining classic design and ultra-modern efficiency.

Launching a digital campaign in 12 countries and 6 languages, we asked people to share their relationship with refrigerators. Not just Bosch refrigerators. Any refrigerator. Seeding the question with influential food bloggers from England to India, we uncovered a universal love of refrigerators, and through our hashtag #lovemyfridge, we pursued the coolest love story in the appliance industry.

Bosch went beyond story-telling and into story-doing. #lovemyfridge inspired consumers to join with the brand as content creators. They delivered amusing, touching and off-the-wall responses in an imaginative outpouring of media, including texts, photos, Instagram posts, videos and animations that they shared and re-shared through their own channels, and through Bosch branded digital media.

All that love created a buzz; a 62% digital share increase for Bosch over competitors during Q3, helping fuel a 23% bump in year-over-year sales across the entire Bosch refrigerator line for the year.

Prompted by our introductory video, users were encouraged to publish their own creative #lovemyfridge entries as text, pictures or videos on our central campaign microsite, or in their social network of choice, just by adding the #lovemyfridge hashtag.

We identified and enlisted popular food and consumer tech bloggers in 12 countries, activating their fanbase. The campaign ran on the corporate website, where our international food bloggers talked about their close relationships with their fridge and shared recipes made from yesterday’s leftovers. The campaign rolled out worldwide in six languages and 12 countries. Targeted media planning and placement included Facebook, Twitter, Google AdWords and select display networks.

More than 1,400 unique, entertaining and highly personal submissions brought the campaign to life.Users generated almost 550,000 visits to the microsite, plus total ad impressions of 340 million. 1,500 Twitter users posted and spread the campaign hashtag.Six select bloggers and two Instagrammers acted as #lovemyfridge co-creators by generating their own content and spurring their communities to get involved, engaging a reach of 1,520,165 and 12,600 interactions.

Bosch dominated online conversation with a 29% share, representing a 62% increase over the previous quarter. During September, the month of the campaign, social and online mentions significantly peaked throughout Europe on Facebook, Twitter and Amazon–and the entire Bosch refrigerator line enjoyed a 23% year-over-year sales increase.