Spreading the word of a trendy new AC
CHALLENGE
Windmill creates simple, beautiful air control products for modern, urban homes that create and maintain the perfect environment all year round.
As an industry disrupter, Windmill needed the Millennial HENRY (High Earner Not Rich Yet) to discover the Windmill brand as the stylish alternative to traditional window air conditioners.
SOLUTION
For this campaign's primary target consumers as urban and style-craving HENRYs, I set out to establish a design identity paired with content strategy that served as a window into the modern-day sanctuary Windmill provides.
Bringing this effort to users' physical and digital doorsteps allowed for a way for consumers to buy into brand messaging in the crush of summer heat.
APPROACH
Craft a splashy, memorable visual identity for a quickly growing brand through OOH and social creative
Reinforce brand identity with striking and memorable OOH
Extend the campaign’s reach with a complementary social strategy to drive digital engagement and brand discovery.
ROLE & RESPONSIBILITES
To meet New Yorker HENRYs where they needed a cool reminder the most, I was responsible for concepting, developing, and executing OOH placements including posters and bus wraps for a swath of both Hampton Jitney and NYC bus fleets, along with regular newsletters and other social creative.
With these placements all over the city and beyond, this creative launched just in time for summer escapes to be top of mind.
SETTING THE SCENE
As an industry disrupter, Windmill needed the Millennial HENRY (High Earner Not Rich Yet) to discover the Windmill brand as the stylish alternative to traditional window air conditioners.
Imagery featured airy, relaxed compositions, with Windmill's low profile providing an aesthetic and practical addition to the room.
As an industry disrupter, Windmill needed the Millennial HENRY (High Earner Not Rich Yet) to discover the Windmill brand as the stylish alternative to traditional window air conditioners.
KEY MESSAGING: GO FOR CALM
Windmill creates simple, beautiful air control products for modern, urban homes that create and maintain the perfect environment all year round.
For this campaign's primary target consumers as urban and style-craving HENRYs, I set out to establish a design identity paired with content strategy that served as a window into the modern-day sanctuary Windmill provides.
Bringing this effort to users' physical and digital doorsteps allowed for a way for consumers to buy into brand messaging in the crush of summer heat.
Posters were placed strategically throughout the city, with a focus on laundromats - where lots of sweaty people and clothes tend to be.
Monthly newsletters were used as a compliment to the overall strategy of getting the word out.
MAKING AN IMPRESSION WITH HIGH-IMPACT OOH
I led the concepting, design, and execution of high-impact bus wraps across both the Hampton Jitney and NYC bus fleets. The designs featured a bold, eye-catching creamsicle-like gradient that radiated warmth and energy, serving as the perfect backdrop for the sleek AC unit at the heart of the campaign.
Mapped to target areas of high foot traffic and near concentrations of walkup buildings, Windmill offered folks an opportunity for an oasis of cool from within the comfort of their own apartment.
IMPACT
Within just 4 months of implementing these designs and social strategies, Windmill saw an increase of 86% in IG followers and garnered a substantial amount of impressions by way of OOH.
By establishing their social presence and growing a loyal following from happy customers, Windmill sold out within just 3 months of entering major retailers across the US.
INSIGHTS GAINED
Through this campaign, I gained valuable insights into the power of strategic brand placement and multi-channel storytelling. The rapid growth in social engagement highlighted the importance of visually cohesive, well-timed messaging that resonates with target audiences.
Additionally, the sold-out success at major retailers reinforced how a strong digital presence can directly impact sales, proving that brand awareness and consumer trust go hand in hand in driving conversion.