How Whirlpool's Every Day, Care campaign struck a chord with consumers who appreciated the inherent authenticity of the brand's new approach.

How Whirlpool's Every Day, Care campaign struck a chord with consumers who appreciated the inherent authenticity of the brand's new approach.

June 6, 2022

Introduction

Whirlpool's Every Day, Care campaign

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

The brand’s new approach was authentic and honest. Consumers appreciated that Whirlpool wanted to share their stories about how their everyday chores impacted their families' lives.  

Whirlpool gave consumers’ everyday chores a greater purpose by reminding them of those they are caring for every day. The brand's new approach was inclusive. By collecting user-generated content (UGC), they created an environment where anyone could participate in the campaign by sharing their story via social media channels. 

How was the social and consumer experience addressed? Was this done successfully?

The brand's new approach was led by a social strategy that put consumers front and center in its messaging. Real stories from real people flooded the brand's earned, owned, and paid channels – from promoted social posts on Facebook and Twitter, inspiring a broader wave of consumers to get in on the conversation. Whirlpool saw 12% year-over-year unit growth and a 6.6% increase in sales following the campaign. For context, the brand outperformed its category in unit growth (+6%) and sales growth (+4.9%). Consumer sentiment shifted with sales lifts, rising from -0.3 to +4.6 on a five-point scale that ranges from "very negative" (-5) to "very positive" (+5). Brand health metrics also saw significant gains in preference (up 10%) and purchase intent scores rose 10% from pre-campaign levels when compared with previous years' performance dating back to 2013 when there were no significant shifts due to lack of clear positioning within the category landscape at that time." (#EveryDayCare – Whirlpool, DigitasLBi and Crowdtap, n.d.)

How were the digital media followers handled?

The campaign was launched with a microsite on Whirlpool’s website and a social media campaign rollout strategy that included:

  • A hashtag #EveryDayCare, invites consumers to share their stories about how much care is in their everyday chores. The hashtag was used in both paid and organic posts across Facebook, Instagram, and Twitter.
  • Videos featuring schools that were offering free laundry services for students who otherwise would have missed school. This video shines a light on an issue that many students we’re talking about and offered a solution.

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

The brand could have offered step-by-step guides for how families could take advantage of their school laundry programs so the parents could use the program anonymously. 

Additionally, it would be beneficial for Whirlpool to create a program that would allow parents who are interested in starting a school laundry program at their child's school to easily find resources and information that would help them get started.

Conclusion

This campaign was a success for Whirlpool because it resonated with its target audience. The video ad touched on issues that we all face in our day-to-day lives, and this helped to draw in more viewers than most commercials would normally attract. The success of the campaign shows us how important it is to create content that speaks directly to your target market rather than just trying to sell them something they don’t need or want.

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What do you notice about this type of marketing?  

I notice that this type of marketing is very effective. But it is not new it is only this effective at this scale. Cigarette companies would pay actors to use their brand of cigarettes. This is using a specific celebrities fame to promote hey product. Social media influencers are no different. Perhaps the only difference is that they developed their own following on platforms without the help of producers or production companies. It is effective because these influencers have such a strong hold over their audiences perspectives that a single product endorsement can immediately lead to sales for a company. With the assistance of affiliate codes, a company can also better track the demographics and immediate conversion rates of sponsored influencers. In the past there was no way to track how a product placement in let's say a movie, could correlate to sales.

What strategies are they employing?  

the strategies that influencers are employing R thumbnail clickbait, trend forecasting, and collaboration stacking. It is important when creating a YouTube video to have a appealing and clickable thumbnail enticing users to view your content. Influencers must stay up on pop culture and current trends in the context of their app of choice. Andrew Bachelor was referenced in the article talking about Batman versus Superman, a trending box office movie, creating content around something that is already trending increases the total reach and casts a wider net you can reach with that content.

What role do these influencers play in marketing?  

The role that influencers play in marketing is a critical one nowadays . As we enter the information age, there is so much information at our fingertips our only choice is to follow content creators that align with our values and help to filter the information. Without influencers it would be difficult for brands 2 stand out. Influencers also help brands reach niche audiences they might not have been able to reach with traditional marketing strategies.

How does the use of marketing perspective impact the relationship between the company and consumer?

Mautic.org describes marketing perspective as listening and reacting. It is difficult for brands to read every comment on their digital marketing. Sending a product to an influencer for review gives immediate feedback from a user with a large "influence" over consumer perspective. Your brand is what your customers' feel when they interact with your brand. Utilizing influencers helps brands understand their consumer perspective and allows them to better serve their customer's needs.

A Day in the Life of the Owner of a Web Design Agency

Morning

The morning is when I do my best work—when I feel most clear-headed and least distracted. I aim to avoid digital media as much as possible. The morning is when I can get into the flow and get a lot done, which on any given day might include some or all of the following:

  • Writing proposals to prospective clients using Google Drive and Adobe Acrobat
  • Designing a custom site structure in Webflow
  • Setting up an e-commerce store in Shopify
  • Organizing my day using Asana

I'm not alone in this. People tend to be more creative, focused, and happy early in the day and less so later on. That's why for many years now I've made it a point to start my days around 6 am (or earlier) so that by the time my freelancers start messaging me about projects at 9 am, I have already put in three hours of focused work.

Afternoon

Afternoons are when I like to wrap up projects in the morning and check-in with my team. As the owner of a web design agency, it's important for me to make sure everything is running at full capacity. Meetings are automatically added to my calendar using Calendly, an app that integrates with Google Calendar. This helps me keep track of what needs to be done each day, who needs to be contacted, and how much time I have left to get a task completed. One thing that has helped me manage my time better this year is setting aside a specific block of hours (usually between 11 am-1 pm) where no one else can schedule appointments or ask questions via email/text message. This ensures that all my employees know they can focus without distraction during those hours while still having access if anything comes up unexpectedly during other times throughout their workday!

Evening

At the end of the day, it's important to wind down and make sure you're still taking time for yourself. The best way to do this is to spend time with your family, "study trends" on Tik Tok, or play video games. If you don't take care of yourself and have a work/life balance, you won't be able to be your best self at work.

That's all I have for today! I hope this has been helpful and gives a good sense of what my daily routine is like.

A web designer spends a lot of time in front of a screen.

The job of a web designer is highly screen-based and constantly involved with digital media. In fact, you can't avoid staring at a screen for potential hours at a time. This might be the case for other professions, but it's a whole other story for web designers.

It's all too easy to fall into the trap of spending your entire day working in front of a screen without ever getting up from your chair or even taking a walk around the block just to stretch your legs and get some fresh air.

That's why it's important that you do everything possible not only during your working hours but also outside of them as well: take walks, go hiking, and be around nature as much as possible!

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Dustin Hopkins

SNHU

MKT-265-J5679 Social Media & Marketing Com 22EW5

Melinda Fulton