Campaign activation strategy and content, 2015 - 2016

1. 1
EVERY DAY, CARE™

2. Despite significant media spending…
…our brand health metrics were stagnant/declining.
Whirlpool was lost in the sea of technology
for technology’s sake…
…of cold metal and features.
Every day, care™ Campaign

3. CONTEXT & CHALLENGES
Category, Culture, Community:
The durables category was increasingly awash in a sea of cold
metal boxes, with little to differentiate one brand from another.
Category lacked a soul - was largely about innovation, product
features and did not connect like a community.
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4. A NEED FOR A NEW BRAND PURPOSE
Brand Purpose: Whirlpool Cares. We help families thrive because
they are the foundation for a better world.
Consumer
Caring for my family
is my most
important
job
Product
Authority on family
care for over
100 years
Rising
expectations
are undermining
the role of family
Culture
From
cold metal
to family care
Category
Brand Idea
Every chore is an act of love
Every day, care™ Campaign

5. BUSINESS & MARKETING GOALS
Change conversations around Whirlpool from product’s practical utility or
features to consumer’s interaction and emotional connection with the
brand.
Metric: Brand consideration, brand preference and brand lift.
Get modern millennials to emotionally connect with the brand.
Metric: Engagement & User Generated Content.
Gain earned media from top publishers.
PR article impressions, website views, backlinks (SEO).
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6. CONSUMER INSIGHT
Swept up in the flurry and routine of everyday life, it’s easy to
become blind to the value of the care you give and get every day.
Every day, care™ Campaign

7. OUR OPPORTUNITY
We’ll leverage the power of family care rituals
to turn chores into acts of love
7
Appliances that help perform
chores on a daily to-do list and
get to perfect results.
Harnessing the emotional power
of everyday family care rituals
that help families thrive.
(functional) (emotional)
Every day, care™ Campaign

8. COMMS. STRATEGY ON A PAGE
Opportunity: Tell a powerful brand story through the launch of Every day, care. To do
this, we’ll move away from brand- centric messaging and focus on content with
human emotion.
Strategic Comms. Approach: Shift from aspiration to inspiration. Detach from
promises of ‘easier’, ‘better’ or ‘faster’ and showcase the compelling power of care.
Creative Approach: Discover and dimensionalize real stories that demonstrate the
value of Every day, care.
Content Sharing: Tap into the six principles of contagiousness that increase content
sharing: social currency, triggers, emotion, public, practical value, and stories (Jonah
Berger, Contagious, 2013)
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9. Every day, care™ Campaign

10. 10
CAMPAIGN BIG IDEAS

11. VIDEO
:60 :30 :15 Anthem
Every day, care™ Campaign

12. PERCEPTIONS OF CARE
CROWDSOURCED VIDEOS
Co-Created with
Grega FamilyLouis Family
Every day, care™ Campaign
3-second optimizations for digital
advertising & paid social

13. LAUNDRY PROGRAM
13

14. EVERYDAYCARE.COM
Every day, care™ Campaign

15. 15
SOCIAL MEDIA & CONTENT

16. BRAND VOICE & SOCIAL TONE GUIDELINES
16

17. CONTENT PILLARS
17

18. CONTENT FILTERS
18

19. SOCIAL CONTENT BREAKDOWN
19

20. SOCIAL MEDIA
STRATEGIC APPROACH
Discover and dimensionalize real stories that demonstrate the value of Every day, care™
Every day, care™ Campaign

21. YOUTUBE MASTHEAD TAKEOVER
Every day, care™ Campaign

22. TWITTER POSTS
Every day, care™ Campaign

23. FACEBOOK POSTS
23

24. INSTAGRAM POSTS
24

25. USER GENERATED CONTENT
25

26. CROWDTAP PARTNERSHIP
In just 6 weeks, the #EveryDayCare program surpassed KPIs and became one of
Crowdtap’s best-in-class programs.
Every day, care™ Campaign

27. BRAND AND PRODUCT OLA
Every day, care™ Campaign
Product
Brand

28. TWITTER PARTY
Every day, care™ Campaign

29. EARNED MEDIA
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30. CAMPAIGN RESULTS
The campaign achieved an increase in sales by 6.6% and an increase in purchase
intent scores by 10% from 2015 to 2016. Campaign led to a 22% lift in brand
preference, a 33% lift in brand consideration and and a 6.3% gain in market share.
Campaign served 45 Million impressions across social and generated over 5 Million
engagements. Over 50K entries were received in the #ItsAllCare contest as user
generated content. Whirlpool also saw 12% year-over-year unit growth, and the
brand's positive social-media sentiment increased more than six fold.
Recognition: Campaign won 2 Effie Awards in 2016: Gold Effie Award (Brand
Renaissance), Bronze Effie Award (Home Furnishings & Appliances). It also won
the Best Social Media Tool award during the 8th Annual Shorty Awards in 2016.
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31. SOCIAL MEDIA RESULTS
+5.47 Twitter Sentiment (scale of -5 to 5)
+25% Organic Tweet Impressions
+439% Tweet Engagements
Pre-campaign (Aug/Sept ’14) vs. Post Launch (Oct/Nov ’14)
+1.82 Facebook Sentiment (scale of -5 to 5)
+107% Organic Facebook Post Reach
+428% Engaged Facebook Users
+610% Facebook Post Engagements
Every day, care™ Campaign
345% Impressions
400% Engagements
122% Social Posts
126% Photos/Care Stories Shared
180% Video Completes
147% Video Completion Rate

32. MOST IMPORTANTLY…
The campaign resonated with consumers! 😊
32Every day, care™ Campaign

33. 33
LOOKING AHEAD TO THE NEXT YEAR

34. CES
Every day, care™ Campaign

35. CONNECT TO CARE
Every day, care™ Campaign

36. GRAMMY’S
Every day, care™ Campaign

37. INSTALLATIONS
Every day, care™ Campaign

38. THANK YOU!