How to get into bed with quick-pick washing machine buyers?

By helping them fix their old one first. 

During research, I spotted several social clusters forming organically in support forums for broken washing machines. 

We hijacked the search term ‘broken washing machine’ and helped panicked Googlers to resurrect their old beast through our branded community portal. Broken washing-machine owners aren't in the market for long. Offering them help-when-needed was key in securing a place in their minds -  especially when they go out shopping for new appliances. 

This way we dialled up awareness amongst soon-to-be warm prospects by enrolling them in a nurture programme.