🌀Whirlpool's #Every Day, Care Campaign Impact🌀

• What was done successfully to meet the wants and needs of the target audience?

Whirlpool created the campaign and slogan “Every day, Care” with the intention of families being their target audience. The brands’ goal was to highlight usual mundane tasks and change the perspective on them. Chores like washing, cooking, and cleaning were now being seen as part of shaping a family. Whirlpool knew that they could influence families by making their brand more personable and emotional. With this being the goal, Whirlpool introduced “perceptions of care”. Perceptions of care was introduced as a concept of multiple generation families living together where adults with children are now also taking care of their elderly parents. This campaign encouraged users to tag and share photos of caregivers who inspire them. 

• How was the social and consumer experience addressed? 

Whirlpool used community building and user generated content during the Everyday, Care campaign. According to the shorty awards, “Whirlpool wanted to change the conversation and give consumers a reason and interest to engage with the brand beyond the product.” On social media and the Whirlpool website, personal stories were shared from families who used Whirlpool products. Since Whirlpool had so many entries, I would consider this campaign to be successful. Consumers were writing positively about the brand and everyday tasks were now correlated to Whirlpool. 

 

• How were the digital media followers handled?

Whirlpool actively posted the campaigns content on social media platforms. The brand also utilized Crowdtap to build a community of 17 thousand users sharing stories. Whirlpool saw a positive increase in sales and unit growth during the campaign meaning the new approach worked.  

 

• Is there something that could have been done differently to make that experience more efficient?

Whirlpool received stories and content from families and the campaign was deemed successful. I believe if the brand offered an incentive for adding to the collection of stories, it would have made it unauthentic. 

• Whirlpool's website, major social media page, and mobile site.

The company is still involved with the Everyday, Care campaign. Currently they are posting #CareProfiles. The concept is redoing people’s dating profiles and adding photos of them doing chores with the intention of gaining more online matches. With Whirlpool being a major household appliance brand, they are destined to have product complaints commented under their posts. I noticed Whirlpool takes the time to reply to each complaint offering to help find a solution, building positive customer service. When looking over the company’s website I found they are actively involved with community help projects and also offers online appliance finder assistance. At the bottom of their website there is information on where and how to tag Whirlpool in order to be featured on their medias. 

• Whirlpool's mobile application.

Whirlpool does have a couple of apps, but the main app is named Whirlpool. The main Whirlpool app allows users to control their appliances directly through their device. This is a huge connivence and the app is rated an impressive 4.7 stars with 17 thousand reviews.  Overall, the app features allow users to start and monitor cooking and laundry. It also has the ability to scan and save cooking times directly from the box.