We needed to bring Philco white goods to the fore. Ok. But, why was this particularly challenging regarding the rest of the product portfolio? First, because the white line of household appliances is usually a durable good. So, their purchase frequency is low compared to other products. A detail: In terms of objectives, we had to increase the level of sales that at the moment was maintained at 700k p/y, but also acquire at least 90k new users. All this, building brand awareness based on Philco's purpose, which is to simplify the lives of its users, and this is where our second and main challenge lies, as Philco products did not have differential functional attributes over the competitors. So, we had to take ownership of a category, where our characteristic approach, simplicity, did not have great weight in the purchase decision. Spoiler alert: we found our way to it.

How did we do it? Our style: simple. Far from changing our products spending triple the budget, which we didn't even have available, to pursue the innovation that all the players pointed to, we were faithful to our essence: simplicity. Addressing communication from an audience painpoint that nobody talked about: the complexity they face when acquiring goods like these. We set out to simplify the names, attributes, and functionality of our products, and get rid of the incomprehensible names. We completely change the user experience when buying in our own way: make it simpler. And it worked.

We had in front of a very broad main audience: An age range between 25-65, men and women. Basically, people interested in buying white goods, with a 100% functional search method and economic convenience, where the emotional factor only weighs in a few cases.

Our strategy was focusing on our purpose: simplifying. Changing the shopping experience at all levels with a simple gesture. Retail, e-commerce, website, social media, among others. Generating not only curiosity and arousing sympathy, but also appropriation of a unique story that belongs to us. We obtained 289,486 new users, a 658.13% increase in website traffic, +750% increase in sales. But our greatest achievement was to simplify the experience for our users.

From the trigger idea, our starting point was to change the name of each of our products, based on the basic visual aspects and attributes of the product. For example: refrigerator with a double door in gray.

We start by modifying our e-commerce, and communicate the news to each retailer, proposing to join us in this communication change. This is how each one of them made each change from their e-commerce sites and also in POS. We launched the idea of ​​the campaign in the mass media, with a main commercial that told our approach and we amplified the platform in the social media ecosystem for 6 months.

Besides the fact that people loved our new approach, making “Simpler names” a trending topic on Twitter and commenting on every campaign post through our different platforms, the results support this great reception of the idea, not only achieving goals but also exceeding expectations. In terms of Social Media, we had +350% of searches in google about Philco’s refrigerators and +200% Philco’s washing machines, our main products of our white goods portfolio. We increased website traffic to 658,13%, obtained 289.486 new users, and increased 766,45% of sales.