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Some would call what Whirlpool did in regard to their marketing, a marketing. This marketing campaign, effectively titled “Every day, care” was everything short of an entire rebranding. The company realized how most adults performing daily household tasks, viewed these tasks as mundane, useless tasks. However, Whirlpool’s marketing team realized the undeniable impact that these tasks had on an entire family. Along with this, they recognized the mindset shift that could come from truly caring about and recognizing the effect of these daily tasks. To ensure that this positive effect and power carried by these daily tasks was remembered and appreciated, Whirlpool launched the largest marketing campaign in the company’s history.

This campaign would become more successful than any of Whirlpool’s previous campaigns. This success was the result of a campaign that was driven from an emotional standpoint. This campaign reminded people of the importance of the tasks that would require Whirlpool products. It did this by using arguably the oldest form of marketing- word of mouth. The big difference in this campaign was that the word of mouth from user-generated-content (UGC) made by thousands of Whirlpool customers. The customers were recounting the stories of care that they experienced everyday made possible by Whirlpool products. The company took it a step further and created a microsite solely for the campaign. The purpose of the site was to provide a library of these moving experiences told by real Whirlpool customers. Allowing for this platform for customers that was easily findable, on a well-known website, and with content made my people just like them became the testimony that they needed to convince themselves to buy a Whirlpool product. These consumers visited whirlpool.com/everydaycare as a potential customer and left as a new Whirlpool owner empowered by the impact of these tasks and emboldened to make such significant impacts on their families. This campaign not only did a phenomenal job of meeting the needs of the consumers by providing top of the line products. It also did it in an emotional way, meeting the emotional needs of the consumer that they previously may not have even realized were present. This campaign was so successful that following the campaign, Whirlpool doubled its annual unit growth and nearly did 1.5x its sales growth.

Followers gained from this campaign both on social media and overall new Whirlpool customers, were made a part of the campaign. These customers were empowered by the UGC that had influenced them, both to create similar experiences for their families and to create UGC that could influence the next consumer. This made people not want to buy a Whirlpool product, not just because of the quality, but now to also be a part of this exclusive club of Whirlpool users that “just got” the importance of the seemingly mundane tasks. This campaign by Whirlpool was truly revolutionary and should be a model used by other brands for years to come. The idea, the execution, and the follow through of this campaign has allowed for returning Whirlpool to truly being a household brand.

Currently, visiting the Whirlpool microsite created as a part of this campaign – whirlpool.com/everydaycare – allows for the consumer to see these powerful statements still emphasizing the importance of everyday tasks. These statements are paired with pictures of parents of children. There’s even a Chore Club, a catalog of ideas for parents to do with their children to turn everyday, necessary tasks into fun activities. This allows this campaign to become another form of engagement between the company and the consumer, further raising the overall effectiveness of the campaign.

The company brings this entire campaign to a head with the Whirlpool now allowing the customers to connect to their appliances from their personal devices. This allows these same tasks that the company have reminded consumers of the importance of to be as easy as the touch of a button. This also allows these tasks to be time consuming and drawn out when able, and if not allows the task to be easily accomplished.