Jesse Juarez July, 2022
What do you think of when the name Whirlpool comes to mind? Like myself, those around me who I asked the same question answered the same or similar to it, home appliances. Whirlpool is still a successful brand but noticed the only times they have customers reach out to them is for complaints and tech support, so they set out on a mission to have two engagements with their customers. Whirlpool ran a campaign about the chores their products are designed for are more than unappreciative daily tasks, but instead acts of love from family members.
To start their new campaign, Whirlpool’s ‘Every day, care’ team worked to prove the chores were actual acts of love rather than burdens. They unearthed thousands of ‘Every day, care’ stories from consumers worldwide. Whirlpool utilized its vast paid, earned, and owned media channels while leveraging Crowdtap to rally around 17k people to get the conversations started about “Every day, care (2016).”
Their Facebook page, which has over 1.2 million followers, is run by them rather than an ad agency (2022.) They also use Facebook ads to market on Facebook and Instagram (21.5k followers) simultaneously, and they still all include #EveryDayCare to keep that campaign going (2022.) Using their own media channels, they created Pins for Pinterest, and their page has over 6.4k followers but over 106k monthly views (2022.) Out of all their saved pins, the file ‘Chore Club’ is responsible for 5.86k of their followers, with only 14 of their 308 saved pins (2022.) I went to whirlpool.com on my cell phone and laptop and had a more effortless experience with their mobile site based on viewing the first thirty seconds. Their mobile website gave a more personal experience finding information about products and innovations. Still, information about “Every day, care, and Acts of Love” was easier to navigate on my laptop.
Photo by Lobna Mahmoud on Pexels.com
REFERENCES
#EveryDayCare – whirlpool, DigitasLBi and Crowdtap. The Shorty Awards. (n.d.). Retrieved July 2022, from https://shortyawards.com/8th/everydaycare-whirlpool-digitaslbi-and-crowdtap-2
Log in or sign up to view. Facebook. (2022, July). Retrieved July 2022, from https://www.facebook.com/ads/library/?active_status=all&ad_type=all&country=ALL&view_all_page_id=152290218141343&search_type=page&media_type=all
Pinterest. (2022). Retrieved July 2022, from https://www.pinterest.com/whirlpoolusa/_saved/
Whirlpool. Facebook. (2022, July). Retrieved July 2022, from https://www.facebook.com/whirlpoolusa
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