bebrightandshine.com
By launching their campaign Everyday Care Whirlpool reminded their consumers that those taunting everyday chores are an act of love for their families.
To address the social and consumer experience Whirlpool interviewed everyday people, they relied on word-of-mouth, they even partnered with Crowd tap to build a community of 17K passionate consumers to share their stories of how they show everyday care to their families. Whirlpool then shared the people’s stories on paid, earned, and owned channels. Whirlpool even created a microsite Everyday Care which housed real stories of every day consumers showing care and love to their families every day.
To make their message louder for to be sure that everyone could hear it, Whirlpool leveraged a paid, earned, and owned media strategy that enquired new broadcasting media, digital media, and social promotion.
Whirlpool’s Everyday Care campaign was a success. Following the Everyday Care campaign, Whirlpool saw a 12% year-over-year unit growth and a 6.6% lift in sales. Brand health metrics saw a significant gain in preference and purchase intent scores went up by 10% from before the campaign. I do not know of anything Whirlpool could have done differently to make the experience any more efficient.
Whirlpool has launched the Young Professionals Network Employee Resource Group. “This new networking group encourages early career employees to be engaged, active in career development, and share knowledge to achieve extraordinary results.”
Campaigns such as Everyday Care and the Young Professionals Network Employee Resource Group has shown their customers and the world that Whirlpool cares about more than just profits. In return their following on social media and their sales have stayed strong.
Resources: Whirlpool. (n.d) Every day, care. Retrieved from https://shortyawards.com/8th/everydaycare-whirlpool-digitaslbi-and-crowdtap-2 +
Facebook. (2021). Whirlpool. Retrieved From https://fb.watch/6X13NdX4Qc/
Tiffany. (2021). Minimalism with a Family; you can do it! Retrieved From https://bebrightandshine.com/minimalism-with-a-family/
Instagram. (2021). Interning At Whirlpool. Retrieved From https://www.instagram.com/p/CQyztHAstVO/?utm_source=ig_web_copy_link
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