Electrolux

Turning Chores into Me-Time

How We Equipped Home Appliances With Main Character Energy

Creative & Content Marketing

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Integrated Campaigns

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Media Planning and Buying

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Social Media Management

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The Brief

Electrolux is a globally recognized Swedish brand selling over 60 million appliances across 150 markets. Looking beyond selling hardware, the brand aims to simplify everyday living so routines feel like effortless, small wins—all while actively spreading a message of sustainability. To achieve this, Electrolux requires a reliable agency partner who deeply understands the Swedish brand heritage and can translate it into relevant, high-impact resonance for audiences across the APAC and MEA regions.

How We Gave Their Brand A Social Spin

As Electrolux's digital marketing partner across APAC & MEA, we tapped into our audience's cultural relevance to turn product features into lifestyle-driven experiences. We established a centralised regional Content Hub, copywriting and designing social media assets tailored for seamless pickup and localisation by individual APAC and MEA markets. On Facebook and Instagram, we kept messaging lifestyle-first through short-form videos, static visuals, and multi-image posts that let the products tell a story, complemented by long-form explainer articles that doubled as an SEO boost. To keep the brand moving forward, we conceptualised and executed targeted product launch campaigns across the region. In direct support of Electrolux's sustainability goals, Hashtag Interactive also planned, launched, and managed the year-long influencer initiative #ElectroluxSustainabilitySquad, while running full paid social media planning and buying targeted specifically to drive performance in Singapore and Malaysia.

What Switched On

Electrolux showed consumers a new way of living, one centered on comfort, simplicity, and sustainability. Across all platforms, we reached over 19.4 million people in Singapore who wanted their everyday routines to feel like self-care. With over a million engagements and 32,000 interactions, we stripped away the cold, metallic image of home appliances and replaced it with warmth and human connection. Our centralised Content Hub resonated so strongly that it was picked up by markets even outside the APAC and MEA regions. As their regional agency of choice, our scope extended well beyond consumer channels to include LinkedIn marketing as well as corporate decks and videos for their many internal initiatives. This holistic approach delivered industry-recognised results, with the #ElectroluxSustainabilitySquad initiative named a finalist in the Regional Campaign category at the 15th Annual Shorty Awards.

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Electrolux

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