Why is this work relevant for Entertainment?

This work used social media as the platform for entertainment and ingeniously employed the unique grid layout of Instagram to present a story centered on a Honeywell product. Using Instagram features such as video clips, consecutive images, panorama photos, and stories to engage with young adults, we offered an immersive experience on social media and maximized the various functions of Instagram to deliver an immersive social media experience. The campaign achieved consumer interaction and engagement by focusing on a specific target audience.

Background

In 2021, Honeywell launched a Mini Air Purifier, which combines air purification with fragrance diffusion functions. While most air purifiers mainly target families, Honeywell targeted the solo-living population since the proportion of young adults living alone is on the rise in Taiwan. However, in the minds of many solo-living young adults, atmosphere and quality are not the most important factors in life. How can Honeywell change this group’s perception with the new Mini Air Purifier? Objective:  Increase brand preference among young solo-living adults  Promote a new image of the product by connecting with solo-living comfort and entertaining content.

Describe the creative idea

“The Honeywell Solo Aroma Apartment” A virtual Instagram apartment designed for young adults living alone Utilizing Instagram—the most popular platform among young adults living alone—and its grid layout that its users are familiar with. The virtual apartment co-created through posts showcased to the target audience the pleasant ambience the Mini Air Purifier create for the apartment residents and wonderful imagination of solo living.

Describe the strategy

The young adult cohort aged 25–35 years of Taiwan mostly work in large cities and an increasing proportion of them rent a small apartment. Instagram is the most popular social media for this cohort. They not only share their life on Instagram, but also use hashtags to find products and inspirations for their lifestyles.

Describe the execution

We build The Honeywell Solo Aroma Apartment through different interesting solo lifestyles content with the Mini Air Purifier. Through its exclusive social media content and hashtags related to solo living the apartment increases its search and gets trending on Instagram. Various solo-living Instagram influencers were invited to check in the virtual apartment as a real location. The apartment became a buzzing topic as fans inquired and searched for the location. The ambience created by the Mini Air Purifier were transformed into GIFs for every Instagram user. They can create imageries of pleasant solo living through the Gifs and share their unique solo lifestyles. We imitated outdoor advertising for real estate e.g., employing sign holders and distributing flyers at locales popular with the young generation. Additionally, we promoted with the slogan “Live in the apartment for just $300”to catch attention, and they could scan the QR code to get coupons.

Describe the outcome

The campaign successfully integrated online social media presence with offline sales.  Exceeded sales target by 12 times during the campaign period  Received over 130,000 interactions in one month  The campaign generated earned media value (EMV) exceeding NTD 5 million