Especially in today’s society, family is considered to be the most important par of life, and is regarded in the upmost respect and admiration. Impressively, Whirlpool managed to flip the common outlook on household appliances from meaningless tasks to something much more significant and family-centered. Whirlpool successfully addressed the loathe of dealing with customer service, while also introducing the idea that even the smallest of tasks can impact the rest of the world.
Whirlpool reached out to its customers in hopes of understanding just how important proper customer care is when dealing with the livelihood of families. As such, Whirlpool launched the largest marketing campaign in its history, ‘Every day, care.’ This campaign was intended to bring to light the level of care received by each of its customers, and its objective was to ensure each customer was having the best experience possible.
Many of the stories submitted were featured on the whirlpool company website for all to see. The campaign may have started small by being shared through word-of-mouth, but it quickly grew through various digital, social, and broadcast media promotions. Whirlpool also recruited Hunter Hayes to promote the campaign at the GRAMMY awards, and produced a documentary on their efforts. The message was spread in a way as to invite everyone to contribute to the discussion.
The authenticity of the research and genuine concern for the public made a positive impact on the company, which ultimately boosted sales and yearly unit growth by almost 7 and 12 percent, respectively. Based on the intention behind the message, I don’t think Whirlpool could have changed anything to make their campaign more successful. While this already established company was primarily looking to better serve their community, this well-planned consequently boosted business.
Upon visiting Whirlpool’s webpage, I immediately noticed the Care message filtering through the three-page advertisement banner. Further down their home page is a section to help choose which appliance fits the family’s needs best, and another that addresses possible needs and desires, and their corresponding appliance.
Strategically placed on the Whirlpool Facebook page is a message regarding the lack of clean clothes in the community school systems. Whirlpool is both promoting its new products while still demonstrating their care for those less fortunate by installing washers and dryers in community schools. Children are the future, and as such they should have access to the proper resources and care to succeed. By providing these machines, Whirlpool is helping kids feel more confident and comfortable. This effort is essentially helping to reduce student absences and improve the quality of schoolwork.
Whirlpool is also helping improve quality family time by introducing a new smart system. Which a mobile app to generate recipes with ingredients from your fridge, and an all-in-one washer and dryer combo, family time can be extended without the added pressure of completing tedious household tasks. All in all, Whirlpool is staying up-to-date with technological advances meant to improve the busy family lifestyle, while maintaining the necessary quality of care.
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