Whirlpool, a brand you have probably seen if you are fan of doing countless loads of laundry during a rainy Sunday morning. This may be a brand that many people are familiar with, but the company found themselves realizing that most people would only interact with them when they had a product complaint to make. Knowing this, Whirlpool wanted to change how its customers interacted with them. They wanted to come up with a way for its consumers to engage with them beyond the use of its product.
After realizing this and conducting research, Whirlpool found that consumers did not find value in the care they provided to their families. Many found that the appliances they used on an everyday basis were unfulfilling and repetitive. Interestingly enough, these same appliances used for chores like laundry and dishwashing were valued in many families and society as a whole. With this research, Whirlpool decided to change this narrative.
To successfully meet the wants and needs of its customers, Whirlpool created a Crowdtap. The Crowdtap was created to inspire, foster conversations, and content across social media. With this Crowdtap they built a community of 17 thousand members that came together to share their stories using the hashtag #EveryDayCare. Using this hashtag, members would share their stores using text, images, and videos. Over 40 thousand submissions were entered into the Crowdtap and of them all, the best content was cross-promoted through paid, earned, and owned channels of Whirlpool.
To address how the social and consumer experience was addressed, Whirlpool dedicated a microsite - www.whirlpool.come/everydaycare. This website was created to address the social and consumer experience by showcasing a library of stories from real people. Whirlpool encouraged its customers to contribute to the conversation by sharing their stories with the use of videos, photos, and other things. Whirlpool's consumers enjoyed the authenticity that come from the #EveryDayCare campaign. This microsite showed that Whirlpool addressed its digital media followers in a way that brought their stories to the forefront of the conversation. Instead of Whirlpool focusing on how customers only interact with them when they have a product complaint, they decided to focus on how their products and the act of using their products makes them and their families feel.
The campaign for Whirlpool was a huge success. As previously stated, their consumers appreciated the the authenticty in the brands new approach to engaging with its consumers. Real stories from real consumers were flooded on social media platforms like Facebook, Twitter, and TV advertisements. Doing this inspired wave of consumers to join the conversation. The campaign was so impactful that the company saw a 12% increase in year-over-year unit growth and a 6.6% increase in its sales. Additionally, consumer sales went from -0.3 to +4.6. This was massive for Whirlpool since the company has not seen an increase in those metrics in years. The success of Whirlpool's #EveryDayCare campaign proved that its new approached impacted its consumers on an emotional level that was not happening before.
No comments:
Post a Comment