Appliances aren’t usually the most exciting topic, it's no secret. But Whirlpool managed
to flip the script with a campaign that didn’t just promote washers and dryers,
it celebrated everyday care and the people behind it. Their “Every day,
care” campaign became a standout example of how digital media, when used
well, can actually meet a consumer’s emotional and practical needs.
In a world where we scroll through thousands of ads daily, Whirlpool
stood out by focusing less on products and more on people, and that made all
the difference.
What Did Whirlpool Do Well?
Whirlpool’s campaign focused on the idea that small acts of care such as
doing the dishes or folding laundry are more than chores. They’re quiet ways of
showing love. Through video storytelling and user-generated content, Whirlpool
highlighted everyday families and made them the heroes of the story.
This resonated with their core audience: parents, caregivers, and people
just trying to hold their homes together. Instead of feeling sold too, viewers
felt seen. That emotional connection built trust, which is something many
brands struggle to do in the digital space (Johnson, 2020).
A Social Experience That Felt Genuine
The campaign wasn’t just about Whirlpool sharing a message. It invited
people to participate. They partnered with Crowdtap to gather stories from over
17,000 consumers. People were asked to share their own photos, short videos,
and stories about what caregiving looked like in their homes. These were then
featured on Whirlpool’s dedicated campaign site and across social platforms
(Shorty Awards, 2016).
This approach turned passive viewers into engaged community members. It
gave people a platform to reflect on their own experiences, which made the
campaign feel collaborative and personal and not promotional.
Engaging With Followers the Right Way
What stood out was how Whirlpool treated their followers like real
people. They didn’t just post content and disappear. They interacted by resharing
user stories, responding to comments, and actively building conversation around
everyday caregiving.
This kind of social engagement helped Whirlpool build not just an
audience, but a loyal one. When consumers feel acknowledged, they’re more
likely to stay connected with a brand (Kaur, 2022).
What Could Have Been Improved?
While the campaign was powerful, it could have benefited from even more
real-time elements—like live Q&A sessions with campaign participants or
behind-the-scenes content from Whirlpool team members. Real-time interaction
would have added closeness and made the community engagement feel even more
dynamic.
Whirlpool’s Current Digital Presence
Today, Whirlpool maintains a strong and modern digital presence. Their
website offers helpful product recommendation tools, easy navigation, and live
customer support chat, making the shopping experience smoother (Whirlpool,
2024a). On Instagram and Facebook, the brand continues to post real-life
content, promote sustainability efforts, and provide customer service in a
friendly and responsive way (Whirlpool, 2024b).
They also stay aligned with ethical marketing standards. Whirlpool avoids
clickbait or overly polished, unrealistic content. Their focus on diversity,
inclusivity, and practical help (like energy-saving tips or repair videos)
helps consumers trust their brand (Digital Marketing Institute, 2021).
The Whirlpool App: Making Life Easier
Whirlpool’s mobile app, compatible with its smart appliances, gives users
remote control over laundry and kitchen tasks. You can start a wash, get
notified when it’s done, and even troubleshoot issues without calling a repair
service (Whirlpool Corporation, 2024). For busy families or caregivers juggling
a lot, this kind of convenience can be a real game-changer.
Final Thoughts
Whirlpool’s campaign worked because it’s based on reality. It didn’t try
to glamorize housework rather it celebrated it. By focusing on the people
behind the chores and using digital media to strengthen real stories, Whirlpool
made a meaningful connection with its audience.
In a world full of flashy ads, sometimes it’s the quiet, honest message
that sticks.
References
Digital Marketing Institute. (2021). Ethical marketing: 5 principles
for positive digital engagement. Retrieved from https://digitalmarketinginstitute.com/blog/ethical-marketing-5-principles-for-positive-digital-engagement
Johnson, M. (2020). Emotional branding: Why it works in digital
marketing. Journal of Consumer Engagement, 8(2), 45–52.
Kaur, A. (2022). Building brand loyalty through social media
interaction. International Journal of Marketing Trends, 14(1), 30–39.
Shorty Awards. (2016). #EveryDayCare – Whirlpool, DigitasLBi and
Crowdtap. Retrieved from https://shortyawards.com/8th/everydaycare-whirlpool-digitaslbi-and-crowdtap-2
Whirlpool. (2024a). Whirlpool official site. Retrieved from https://www.whirlpool.com/
Whirlpool. (2024b). Whirlpool Instagram page. Retrieved from https://www.instagram.com/whirlpoolusa/
Whirlpool Corporation. (2024). Whirlpool mobile app – Features and support. Retrieved from https://www.whirlpool.com/services/mobile-app.html
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