Goals.

Change conversations around Whirlpool from product’s practical utility or features to consumer’s interaction and emotional connection with the brand.

Metric: Brand consideration, brand preference and brand lift.

Get modern millennials to emotionally connect with the brand.

Metric: Engagement & User Generated Content

Gain earned media from top publishers.

Metric: PR article impressions, website views, backlinks (SEO).

Strategy.

Insight: Swept up in the flurry and routine of everyday life, its easy to become blind to the value of the care you give and get everyday.

Brand Purpose: Whirlpool’s brand purpose of “Helping Families Thrive.”

Opportunity: Tell a powerful brand story through the launch of Every day, care. To do this, we’ll move away from brand- centric messaging and focus on content with human emotion.

Strategic Comms. Approach: Shift from aspiration to inspiration. Detach from promises of ‘easier’, ‘better’ or ‘faster’ and showcase the compelling power of care.

Creative Approach: Discover and dimensionalize real stories that demonstrate the value of Every day, care.

Implementation.

Launch: The program was launched globally across Television, OOH, print, digital (search, display, microsite, e-commerce), social (owned, paid, influencers), shopper promotion, publisher collaboration (Upworthy).

CSR Activation: Whirlpool partnered with Teach for America and launched its Care Counts™ Laundry Program - a real-life, documented experiment that gave 17 schools (for disadvantaged students) across America washers and dryers, and found that this led to 90% of kids attending schools more often with greater class participation.

Results.

The campaign achieved an increase in sales by 6.6% and an increase in purchase intent scores by 10% from 2015 to 2016. Campaign led to a 22% lift in brand preference, a 33% lift in brand consideration and and a 6.3% gain in market share.

Campaign also served 45 Million impressions across social and generated over 5 Million engagements. Over 50K entries were received in the #ItsAllCare contest as user generated content. Whirlpool also saw 12% year-over-year unit growth, and the brand's positive social-media sentiment increased more than six fold.

Recognition: Campaign won 2 Effie Awards in 2016: Gold Effie Award (Brand Renaissance), Bronze Effie Award (Home Furnishings & Appliances). It also won the Best Social Media Tool award during the 8th Annual Shorty Awards in 2016.

Press & Earned Media: Adage Adweek Effie Award The New York Times