Cooking Up Success: Elevating Frigidaire with Influencer-Driven Content

Leadership In Action

Overview:

As part of my role at Weber Shandwick, I led content marketing efforts for Frigidaire Professional, a premium line of kitchen appliances. The goal was to create a robust library of original content to support integrated channels like paid, owned, earned and shopper / in-store. By partnering with influential creators like Chris Loves Julia, Spoon Fork Bacon, The Makertista and Emily Henderson, we developed first-party original stories and assets, including professional photography, videos, unique recipes, renovation experiences and product tips. These collaborations came to life through on-site shoots across the U.S. and Canada.

Strategic Approach:

To resonate with target audiences and distinguish Frigidaire Professional Series in a competitive market, we collaborated with like-minded influencers who shared the brand’s values of quality and innovation.

• Authentic Storytelling: We installed Frigidaire Professional Series appliances, which allowed influencers to utilize, share unique stories and expert appliance tips with their followers.

• Original Content Creation: Each partnership resulted in unique deliverables, including recipes, kitchen renovation tips and lifestyle photography.

• Integrated Media Support: The influencer-driven content was tailored to fit across media channels, ensuring maximum impact and reach.

Key Results:

Development of a comprehensive content library featuring professional-quality photos, videos and testimonials:

• Enhanced brand awareness through influencers’ networks and unique storytelling.

• Integration of assets across multiple media channels, creating a cohesive and engaging brand presence.

• Strengthened Frigidaire’s positioning in the premium appliance market.

Individual Contributions:

In my role, I contributed at every stage of the process:

• Influencer Marketing & Relationship Management: Identified, recruited and nurtured partnerships with high-profile influencers.

• Content Development & Planning: Conceptualized and planned creative campaigns, including photography, videos and recipes.

• Production Oversight: Managed on-site and off-site shoots across North America, including logistics, budgets, production timelines and deliverables.

• Creative Direction: Developed briefing guides and ensured all content aligned with brand guidelines.

• Operational Excellence: Oversaw contracts, negotiations, and insurance compliance to protect parties.

• Cross-Team Collaboration: Worked closely with interagency teams to integrate influencer content into broader media strategies.