Whirlpool: Customer – Driven Social Media
Meeting the wants and needs of the target audience
Whirlpool wanted to change the conversation and give consumers a reason and interest to engage with the brand beyond the product. Research found that consumers often lost sight of the value of the care that they provided their families in everyday life. As part of it, they saw what they did with home appliances as thankless, repetitive and unfulfilling chores. And yet, studies showed that those same chores had tremendous value for their families and society.
With the launch of Whirlpool’s ‘Every day, care,’ the team set out to prove that every chore is an act of love and has the power to impact the world. To evolve Whirlpool conversations from rational (product-based) to emotional (people-based), they committed to unearthing thousands of stories of ‘Every day, care’ from real consumers and leaned on word-of-mouth to form a critical foundation to the integrated campaign – which was the brand’s largest ever (Shorty Awards 2019).
Social and consumer experience addressed
To keep things spinning, Whirlpool created an app. With the Whirlpool® App, keeping your laundry moving while you’re on-the-go will become a little easier. You’ll be able to monitor your load, order detergent, or even use the Task Manager to assign tasks to your family members like starting the washer or folding the clothes, right from your phone. Details and privacy info at whirlpool.com/connect (Facebook 2019). From a consumer experience, this frees up the typical 9 – 5 hustler that does not have time to do it all. Therefore, I consider this a success.
With their website and social media pages, Whirlpool has up to date product information, appliances with special features such as Yummly® Guided Cooking. Yummly will send cooking instructions right to select Whirlpool® smart ranges, so you can go from ingredients to freshly baked pie in a snap!
With the Whirlpool® App, keeping your laundry moving while you’re on-the-go will become a little easier. You’ll be able to monitor your load, order detergent, or even use the Task Manager to assign tasks to your family members like starting the washer or folding the clothes, right from your phone. Details and privacy info at whirlpool.com/connect (Facebook 2019). From a consumer experience, this frees up the typical 9 – 5 hustler that does not have time to do it all. Therefore, I consider this a success.
With their website and social media pages, Whirlpool has up to date product information, appliances with special features such as
How Digital Marketers were handled
Whirlpool has addressed a lot of concerns through modern day features which they showcase through social media to their digital marketers. Life doesn’t stop for laundry. That’s why the Whirlpool® app will soon be able to connect with your Apple Watch® to send you updates so you can control your laundry from anywhere. Also, coming soon, start, stop, check and change your laundry cycle on select smart appliances with a compatible voice-enabled device, then the Whirlpool® App will take care of the rest. Details and privacy info at whirlpool.com/connect. Appliance must be set to Remote Enable (Facebook 2019). For people that do research primarily through digital media, this will be very convenient.
Things that could be done to be more efficient
Whirlpool seems to be ahead of the times with the understanding that consumers get bored easily and need more viola. They have four successful marketing channels which are: Facebook (over 1M followers), Twitter (24.6K followers) and YouTube (14K subscribers). Each channel showcases the variety of appliances and how they all work. The nice thing about YouTube is that you get to watch tutorials and commercials before you purchase. When I was young, this was not an option. After reviewing the website, online information and social media marketing channels, the information and reviews seem like top quality and I think efficiency is their last concerns.
The effectiveness of their marketing channels
What Whirlpool does effectively across their website, social media platforms and apps is this: They make sure that the consumer has the ability to order, communicate, and control their appliances all with ease and most times from outside their homes. A person can be at their child’s play and turn their appliances on or off with the tap of an app (Facebook 2019).
Whirlpool’s code of ethics requires each of us to act responsibly and maintain the highest levels of personal, business, and legal conduct. Ethical conduct has no boundaries – it applies to Whirlpool and subsidiary employees worldwide (Google 2019). After reviewing their information I am confident in their products and would definitely purchase with no hesitation.
Google (2019). Whirlpool Ethics. Google Retrieved from https://www.google.com/search??source=hp&ei=HGE2XeS9OeOHggfQzYHYBw&q=whirlpool+ethics&oq=whirlpool+ethics&gs_I=psy-ab.3..0.687.5769..6345…1.0..0.342.2702.4j10j3j1……0….1..gws-wiz….0..35i39j0i131j0i10j0i2213010i2210i30.Go51ypbY_GU&ved=0ahUKEwjku8-a8MnjAhXjg-AKHdBmAHsQ4UDCAc&uact=5
Facebook (2019). Whirlpool USA. Whirlpool USA Retrieved from https://www.facebook.com/whirlpoolusa
Shorty Awards (2019). Honoring the Best of Social Media. Everyday Care Retrieved from https://shortyawards.com/8th/everydaycare-whirlpool-digistabli-and-crowdtap-2