Whirlpool is a home appliance company that sells dishwashers, refrigerators, washers & dryers, and more. Their reputation has long been a positive one, as their products are reliable and their customers satisfied. However, it wasn't until Whirlpool decided to implement a customer-driven marketing campaign that their customer relationships began to improve immensely.
Up until this particular campaign, Whirlpool was a household name that sold products and was just 'used' by customers - there was no customer interaction and no need for the customer/company relationship to go beyond buying and selling. To change this, Whirlpool began a campaign designed with authenticity in mind, in order to meet the needs of a target audience that cared more about sincerity than numbers. By collecting real stories from people and sharing those stories all across digital media, Whirlpool did a great job of meeting the need for authenticity in their audience.
The social and consumer experiences were addressed very well. The social experience was created by including real stories from real people, which led to a very positive consumer experience because the social experience led to more customer interactions with Whirlpool.
The digital media followers were invited to participate in the discussion by using the hashtag #EveryDayCare in their social media posts. Whirlpool's campaign included various posts on Facebook and Twitter to include their audience on digital media. This led to many more people getting involved in the campaign and sharing their own stories.
The social and consumer experiences were addressed very well. The social experience was created by including real stories from real people, which led to a very positive consumer experience because the social experience led to more customer interactions with Whirlpool.
The digital media followers were invited to participate in the discussion by using the hashtag #EveryDayCare in their social media posts. Whirlpool's campaign included various posts on Facebook and Twitter to include their audience on digital media. This led to many more people getting involved in the campaign and sharing their own stories.
Not much could have been done differently in this campaign to make it a bit more efficient, unless Whirlpool had decided to do a similar campaign earlier on in the game. This could have grown their company sooner and led to more significant growth. However, their execution of the plan went very well, and they saw a significant rise in unit and sales growth - 6% in unit growth and 4.9% in sales growth, to be exact! (Shorty Awards, n.d.)
Today, Whirlpool is continuing to meet the need for authenticity among its consumers. They do not have a mobile app as of yet, but they promote various charities they work with (including Habitat for Humanity). They are effectively continuing to include personal touches throughout their website, and they are still running the Every Day Care campaign. Their website even has a place for current Whirlpool product owners to find great customer support, lists of helpful resources, and more (Whirlpool, 2017).
Ethical engagements are helping tremendously with Whirlpool's campaigns - their campaign to collect stories is run on an invitation line, not one that forces customers to take part.
References
N.a. Whirlpool. 2017. Retrieved from https://www.whirlpool.com/owners.htmlN.a. Shorty Awards. #EveryDayCare: Whirlpool, Digitaslbi, and Crowdtap. N.d. Retrieved from http://shortyawards.com/8th/everydaycare-whirlpool-digitaslbi-and-crowdtap-2
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