Whirlpool “#EveryDay,Care”

Whirlpool: Customer-driven social media focuses on authentic consumer storytelling; it builds an emotional connection rather than relying on traditional advertising. By using real stories from real people in “EveryDay, Care,” they gave consumers and future customers more genuine experiences that show the product’s authenticity.

Because of the brand’s social media reach, a flood of authentic stories spread across platforms such as Facebook and Twitter, and TV ads helped promote the brand. This broadened the brand’s reach and inspired a wider audience to join the conversation actively.

 

Whirlpool’s social and consumer experience was successful because the campaign met the target audience’s wants and needs. As a direct result, the brand’s metrics showed a significant increase in preference and purchase intent scores. Those scores rose about 10%, showing that shifts in emotion metrics can shift sentiment and drive dramatic sales lifts, moving from -0.3 to +4.6 on a five-point scale. (Koehler, 2018)

 

Whirlpool’s digital media followers helped make the Whirlpool “#EveryDayCare” Campaign a Shorty Awards case study by fostering community-led content and partnering with the advocacy platform Crowdtap to activate a core group of 17,000 passionate digital advocates. (#EveryDayCare – Whirlpool, DigitasLBi and Crowdtap, 2015)

Whirlpool increased its active following by involving consumers, rather than relying solely on traditional ad content. It kick-started the campaign conversation by sharing personal stories, images, and videos of our daily domestic chores, framing them as an act of love.

This different vitality and sentiment make the experience more efficient and the content more relatable. This boosts brand affinity and moves consumers into a social advertising network, helping the campaign go viral with relatable content.

References

Koehler, E. (2018). Whirlpool: Customer-Driven Social Media. EK Marketing Blog. https://ekmarketingblog.com/2018/06/03/whirlpool-customer-driven-social-media/

(April 22, 2015). #EveryDayCare – Whirlpool, DigitasLBi and Crowdtap. Shorty Awards. https://shortyawards.com/8th/everydaycare-whirlpool-digitaslbi-and-crowdtap