Whirlpool is a household name known for home, kitchen and laundry appliances and products. And since the beginning, the thought of Whirlpool has been associated with perfunctory household chores. In order to change the perception of the consumer, Whirlpool wanted to add another dimension to the way their customers saw them. So, they put their concentration in their digital marketing strategy, aiming to connect with their customers and increase purchases.
To make the switch, Whirlpool wanted to connect with their customer’s emotions by tapping into people-powered marketing, allowing their customers to share their stories and change the conversation of the consumer from rational (product based) to emotional (people based). To this this they launched their ‘Every day care’ campaign.
With this campaign, they addressed their social and consumer experience by allowing consumers to share their stories, videos and messages on a dedicated microsite -whirlpool.com/everydaycare which served as a library of real stories. This gave the consumer a voice and a way to share their acts of love through their daily household chores.
The campaign was such a success, whirlpool amplified the personal stories to another level with a comprehensive paid, earn and owned media strategy which introduced new broadcast media, digital media and social promotion.
Moreover, Whirlpool embraced their digital media followers by giving them a platform to becoming a community expressing real stories. And to add to inspired conversations and content across social media, Whirlpool used Crowdtap to build a community of 17 thousand passionate advocates to share their story.
Currently looking at their social media and website the brand is effectively connecting with the consumer ethically with their campaigns and contributions to the community. For the past 17 years Whirlpool have earned a perfect score for their Human Rights Campaign; they’ve placed washers and dryers in schools to assist kids with clean clothing, and recently sent earthquake survival kits to Puerto Rico.
Whirlpool hit the mark when they decided to change their digital marketing strategy to emotion and people -driven, with customer satisfaction and exponential growth in sales and unit growth. The decision to switch the direction of their digital marketing was a great idea for the company overall.
I am Sonya 