For the Whirlpool: Customer-Driven Social Media campaign, Whirlpool wanted to increase engagement with their customers beyond just the point of making a purchase since their products are heavily relied upon for routine daily tasks. They wanted to create an emotional connection by highlighting how daily chores make an impact on shaping the lives of the people we love (PRNewswire, 2014). In their ‘Every day, care’ campaign, Whirlpool successfully met the wants and needs of the target audience by creating a connection between underappreciated tasks we perform daily and how they show love and help our families and communities. Whirlpool met the needs of the audience by highlighting chores and making them more fun and appreciated.
The social and consumer experience was addressed by emphasizing the impact of daily chores and providing fun tips and activities for making them more fun and accessible. Whirlpool created a page on their website with kitchen and laundry activities, and a chore club, to make learning more fun for kids and parents. They also created a program to install washers and dryers in schools to help underprivileged kids have access to clean clothes for health, hygiene, and morale. Addressing these needs of consumers, and highlighting their personal experiences, was enormously successful and contributed to substantial growth in consumer sentiment and sales.
Whirlpool handled their digital media followers by asking them to participate in the conversation by sharing their own pictures, videos, and stories to show real-life customer feedback and authentic sentiment. Contributors’ stories were shared across digital media, broadcast media, and paid social promotions. Whirlpool dedicated a page of their website to highlighting these stories and continuously encouraging customers to engage and share their own content. Whirlpool’s digital media followers loved the ‘Every day, care’ campaign, and so did Whirlpool, receiving over 44K pieces of content from followers (Shorty Awards).
Since Whirlpool’s ‘Every day, care’ campaign was hugely successful increasing not only consumer sentiment but also sales, I think it was executed perfectly and efficiently. They began with considering their audiences needs in a real-world way, focusing on the impact their products deliver daily over the typical marketing approach of focusing on product features. Their human approach and engagement for real-life feedback was an excellent and organic way to start a worthwhile conversation making consumers want to contribute. Whirlpool’s dedication to making less-than-fun chores more entertaining and educational, and emphasizing their greater purpose, was a great way to bring intrigue to mundane tasks. Their inclusive approach and sharing user generated content was a brilliant way to organically grow their following and change the conversation about their brand.
References
Every Day, Care. Whirlpool. Retrieved July 26, 2026, from: https://www.whirlpool.com/everydaycare.html
From the 8th Annual Shorty Awards #EveryDayCare – Whirlpool, DigitasLBI and Crowdtap. Shorty Awards. Retrieved July 26, 2026, from: https://shortyawards.com/8th/everydaycare-whirlpool-digitaslbi-and-crowdtap-2
PR Newswire. (2014, October 7). Whirlpool Brand Challenges Industry Market Norms; Champions The Importance of Daily Tasks. Whirlpool. Retrieved July 26, 2026, from: https://investors.whirlpoolcorp.com/news-and-events/news/news-details/2014/Whirlpool-Brand-Challenges-Industry-Marketing-Norms-Champions-The-Importance-Of-Daily-Tasks/default.aspx