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 by connecting the new product with solo-living comfort on social media

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 built The Honeywell Solo Aroma Apartment through creating many different interesting solo lifestyles content with the Mini Air Purifier. Through its exclusive branded visual content and hashtags related to solo living the apartment increases its search and gets trending on Instagram. Every week various solo-living Instagram influencers were invited to stay and check in the virtual apartment as a real location on social media. Consequently, a hype on the topic of solo living and Honeywell was created as fans inquired and searched for the location. The ambience created by the Mini Air Purifier were transformed into animated GIFs for every Instagram user. They’re welcomed to join the virtual apartment by creating imageries of pleasant solo living with the GIFs and share their works as Instagram stories.

List the results

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 *Campaign generated earned media value (EMV) exceeding NTD 5 million