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Whirlpool
Every Day, Care

RAN IN: United States

CLIENT
Whirlpool

Bill Beck, VP Senior Director

AGENCY
DigitasLBi Chicago *Lead Agency

Caitlin Finn, VP/ Account Director
Brian Sherwell, VP/ Group Account Director
Chris Reed, EVP/ Account Director
Kristine Kobe, Account Director
Andrea Kroll, VP/ Group Account Director
Michael Frease, SVP/ Creative Director
Louie Calvano, VP/ Creative Director
Ronald Ng, Chief Creative Officer, North America
Morgan Carroll, EVP/Executive Creative Director


Optimedia


Ketchum


ARS


SUMMARY

For generations, Whirlpool built a brand on simple familiarity and trust. But new competitors focused on technology and innovation shook up the appliance market, taking an 11% chunk out of Whirlpools market share since 2010. To combat this threat, Whirlpool launched the Every day, care campaign to shift the conversation away from tech innovation to how Whirlpools products fit seamlessly into the care you give. Through a national launch the Every day, care campaign stopped the downward slide and grew market share by 6.4 percent in only 1 year.

CASE VIDEO


Hero Medium: Interactive/Online

Medium Featured On Video: Branded Content, Consumer Involvement/User Generated, Interactive/Online, Mobile/Tablet, OOH, Social Media, TV

Audience: Families

Objectives: Market share - increase

Type: Business to Consumer

Classification: National

Language: English