Ten failed home and housewares campaigns 

Here are ten examples of digital campaigns in the home and housewares sector that encountered difficulties or were considered less successful:

1. Home Depot’s “DIY Challenges” (2016) – The campaign aimed to encourage DIY projects through online challenges but struggled due to low engagement and lack of clear incentives.
2. Keurig’s “K-Cup Recycling” Campaign (2018) – The campaign to promote recyclable K-Cups faced criticism for not addressing concerns about actual effectiveness and customer confusion about recycling procedures.
3. IKEA’s “IKEA Place” App Launch (2017) – The app, designed for augmented reality furniture placement, faced issues with technical glitches and limited user adoption.
4. Crock-Pot’s “This Is Us” Social Media Response (2018) – Following a storyline involving a Crock-Pot in the TV show “This Is Us,” the brand’s attempt to use social media to counteract negative sentiment was seen as reactive and poorly managed.
5. Serta’s “Counting Sheep” Online Contest (2019) – The campaign aimed to engage users with a creative contest but suffered from low participation and a lack of effective promotion.
6. Tefal’s “Cook4Me” Recipe App (2018) – The app intended to enhance the user experience of their cooking appliances but struggled with user engagement and technical issues.
7. Lowe’s “Fix in Six” Campaign (2017) – Promoted short DIY videos, but the campaign received criticism for not providing enough value or actionable content for users.
8. Whirlpool’s “Everyday Care” (2019) – The campaign focused on educating users about appliance care but failed to resonate due to a lack of engaging content and practical tips.
9. Dyson’s “The Airblade Hand Dryer” Campaign (2015) – Marketing efforts for their hand dryer featured misleading claims about speed and hygiene, leading to consumer backlash and skepticism.
10. Le Creuset’s “Signature Color” Campaign (2020) – The campaign to promote a new color collection saw mixed results due to oversaturation and the timing of the launch during the pandemic, which affected in-store experiences.

These campaigns highlight the challenges of engaging audiences effectively, addressing consumer concerns, and delivering on promises in the digital space for home and housewares brands.