Period: August-November 2016
Objective: Introducing and launching the evolution of Herman Miller’s most iconic chair in Latin America.
Strategies: Introducing the new Aeron through influencers who fit with the brand and the new proposal of the chair. Selecting two opinion makers in Brazil – Fernanda Feitosa and Maurício Arruda.
Conveying the message using different communication platforms: videos; media partner; spontaneous media; advertising; social media; cultural context; event.
Challenges: Stressing that the chair has not been redesigned, but remastered. Introducing the evolution in technology, materials and finish, in a relatable way.
Carla Barbosa - HERMAN MILLER
The new Aeron was spontaneously featured in more than 65 media outlets. During the campaign, the brand’s Facebook page saw a 16.4% increase in reach and, on Instagram, the number of followers increased 26.10%. According to the Showroom team, between October 20 and November 30, 2016, over 137 new consumers visited the place to see the new Aeron and 100% of them preferred the updated version. We no longer hear comments that this is an expensive chair – people started to understand the piece’s attributes and the word we hear the most when consumers sit on a new Aeron is “Wow”.
Revista Arq (Argentina)
MEIO E MENSAGEM
O Estado de S. Paulo
REVISTA ISTOÉ PLATINUM