Building off the massive success of their 2022 “Conquer Pet Hair Like a Pro” campaign, I helped develop Maytag’s 2024 “Good Looking. Hard Working.” campaign that re-introduced the brand to Kitchen appliance shoppers with a media campaign, updated website, and in-store materials.
Commercial
Website Refresh
Point-of-Purchase Materials
The Approach
As a creative director and writer, I drove the vision and execution for Maytag’s campaign, including developing the campaign tagline, video concepts, and more key messaging with their internal creative team. This work established a strong strategic foundation that resonated across all channels.
Then, leading a team of four creatives at Aisle Rocket, I translated this vision into action by creating tactical assets. From updating Maytag’s website and producing video content for digital ads and social media to creating point-of-purchase materials for retailers and writing product info for D2C websites, I ensured consistency and excellence at every touchpoint.
This seamless integration from concept to execution strengthened Maytag’s brand presence and drove measurable results.
The Results
This was Maytag’s most successful campaign for their kitchen appliances in over a decade. The new Performance Lineup landing page sold thousands of units directly to consumers in 2024 and nearly 100,000 more appliances were sold through Maytag’s retail partners at Lowe’s and Home Depot.
Jeff Girten 