To launch Electrolux’s first cordless vacuum, we took a different approach in a category obsessed with power and performance. ‘Vacuuming redefined’ positioned the Pure F9 as a design-led product, brought to life through social content featuring real users.

First, we partnered with interior stylist Jason Grant, letting him show how the Pure F9 fit naturally into his world. We then invited real Australian families, Airbnb hosts and home lovers to try it themselves, capturing their stories as native stories across social media channels.

The result was an influencer-led campaign that drove consideration and proved one simple truth, innovation that proves itself in the real world.