Every Day, Care Campaign 2014

Whirlpool used research to identify that their customers forget the value that their products provide. To shift the focus from products to people, Whirlpool encouraged visitors to share their own stories and perspectives on how using Whirlpool products helps families and society through the care they give and receive daily. By connecting with customers on an emotional level, the brand authentically appealed to its audience.

The brand found advocates and created a community, giving them a platform to create a word-of-mouth foundation for the campaign. Whirlpool’s campaign also included promotion across all digital platforms and its website to go along with the stories collected. The result of the campaign was that Whirlpool saw an increase of 12% unit growth year-over-year and a 6.6% increase in sales (ShortyAwards, n.d.). In addition to sales benefits, the brand saw increases in its brand health metrics (ShortyAwards, n.d.).

The Every Day, Care campaign from Whirlpool successfully spoke to the audience by connecting its products with acts of care instead of everyday household chores. #EveryDayCare

References
ShortyAwards. (n.d.). #EveryDayCare – whirlpool, DigitasLBi and Crowdtap. The Shorty Awards. https://shortyawards.com/8th/everydaycare-whirlpool-digitaslbi-and-crowdtap-2