Effectively Impacting the Consumer Through Digital Media

#EVERYDAYCARE – WHIRLPOOL,

 DIGITASLBI AND CROWDTAP


What was done successfully to meet the wants and needs of the target audience?

After reading the article about the Whirlpool Corporation, I have to say that their new marketing strategy paid out big time. They were able to share real life stories via social media, TV ads, and other online marketing channels. This way, consumers were able to truly be themselves in front of the world. The most important impact all of this had was that people’s emotions were shifted in regards to the usual appliance company that Whirlpool once was. Yes, their customer service was always excellent, but they did not touch people’s hearts like this new campaign did.

 

How was the social and consumer experience addressed? Was this done successfully? Explain.

The social and consumer experience was addressed through a microsite that was specially built for their new ‘Every Day, Care’ online marketing campaign. This way, real consumers would be able to share their experiences with these different appliances and the whole world could see. After this campaign ran, they collected over 44,000 pieces of authentic consumer UGC media. It was a huge success for the company, as Whirlpool saw a 12% year-over-year unit growth, a 6.6% sales growth, and a consumer sentiment of +4.6 on a five-point scale.

 

How were the digital media followers handled?

The digital media followers were handled in a great manner. Across the mixed social media platforms that Whirlpool is on, Facebook, Instagram, Twitter, YouTube; you could see the campaign in action. They even promoted some of the consumer content on paid, earned, and owned channels for people to earn some extra money from the advertisements.

 

Is there something that could have been done differently to make that experience more efficient?

After reading and researching about this type of marketing campaign, I feel that Whirlpool did as much as they could with what time and funds they had to work with. I did not find anything that could have been done differently.

 

Take a look at the company's current website, major social media page, and/or mobile site, if applicable. What is the company doing effectively now? How are ethical engagements in social media helping with effectiveness? If the company is using a mobile application, how does the app meet the consumer's need?

After researching Whirlpool’s online presence and social media platforms, they are doing an excellent marketing and advertising job. Since the company was founded in 1911, over 110 years ago; a lot of different marketing strategies have been used. They are still involved in TV ads, magazine ads, and email marketing. The big difference today is that they have their own mobile apps, dedicated product line brand websites, all of the popular social media platforms in use today, and an amazing humanity marketing campaign that led to more success. Since they are heavily active on social media, they have different appliance promoted ads targeted to certain consumers.

If Facebook or Instagram knows that you have a family of 4, including children; they will advertise a bigger appliance that is kid friendly. Since they developed their mobile app, it has helped consumers learn more about the appliance of their choice and why they chose to purchase a Whirlpool and not a KitchenAid. The brand awareness has definitely grown substantially compared to some of their competitors. Overall, Whirlpool was able to show the world what type of brand and company they really are, and that they want to give back to the planet.



  References:

Wikimedia Foundation. (2023, March 6). Whirlpool Corporation. Wikipedia. Retrieved March 23, 2023, from https://en.wikipedia.org/wiki/Whirlpool_Corporation

#EveryDayCare – whirlpool, DigitasLBi and Crowd tap - the shorty awards. The Shorty Awards - Honoring the best of social media. (n.d.). Retrieved March 23, 2023, from https://shortyawards.com/8th/everydaycare-whirlpool-digitaslbi-and-crowdtap-2

Home, Kitchen & Laundry Appliances & Products. Whirlpool. (n.d.). Retrieved March 23, 2023, from https://www.whirlpool.com/


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