Singapore – Global appliance brand Electrolux is jumping into the powers of influencer marketing by launching a dedicated group of ambassadors that would aim to strengthen the advocacy on sustainable practices amongst communities in APAC and MEA.
To be aptly called the ‘Sustainability Squad’, the brand has roped in 10 influencers from the region, with the initiative officially kicking off in April with a virtual sustainability event.
The Squad members, each of whom brings a unique perspective on what sustainability means to them, have been carefully selected by Electrolux from countries all over the region including Australia, Indonesia, Japan, Malaysia, Philippines, Taiwan, Thailand, Singapore, South Korea, and Vietnam.
“With the formation of the Electrolux Sustainability Squad, we partnered with influential personalities across the region who are just as passionate about sustainability as we are. Together, we want to inspire our consumers and our communities to make more sustainable choices and shape living for the better,” said Joe Oram, director of brand & product marketing of Electrolux for APAC & MEA.
The Sustainability Squad initiative is set to run for nine months starting from April. During this time, Squad members will be completing challenges and activities divided into three main themes: 1) Eating and kitchen habits, 2) Laundry and dish care, and 3) Healthier homes.
Each theme will have activities and challenges for the influencers to participate in, varying from sustainable eating to cleaning habits. Their progress can be followed on Instagram using #ElectroluxSustainabilitySquad. Three industry mentors will also be joining the squad who will help guide them on their sustainable lifestyle goals.
The brand said that the entire initiative is built on the idea of making better choices for the environment, and how these better choices can become second nature with good habits and having the right appliances in one’s household.
“The end goal is to inspire collective action from the whole community, coming together and contributing to a better future,” said Electrolux.
