To launch Electrolux’s first cordless vacuum, we took a different approach in a category shouting power and performance. ‘Vacuuming Redefined’ positioned the Pure F9 as a breakthrough in cordless design, and our role was to bring that idea to life through people-first storytelling.

We created social-first content that demonstrated the innovation through experience. Partnering with interior stylist Jason Grant, we showed how the product’s design fit seamlessly within his world of effortless style. From there, we invited real Australian families, Airbnb hosts and home lovers to try the Pure F9 for themselves, capturing honest reactions and turning them into native stories across Instagram, Facebook and YouTube.

By combining these layers, we built an influencer-led campaign that inspired consideration and proved that true innovation doesn’t need to shout, it just needs to be seen.