Whirlpool
Care Counts
Cannes Grand Prix-winning work.
Business challenge
The appliance category is an overly transactional, low-interest category with minimal top-of-mind brand intimacy. Whirlpool needed to shift from transactional utility to emotional necessity.
Solution
Every day in America, thousands of kids miss school because they lack clean clothes. To create an emotional connection with consumers, Whirlpool tackled this heartbreaking problem by installing washers and dryers in 164 public schools across 41 states and tracking correlations between access to clean clothes, attendance and grades.
Results
~90%of participating students increased their school attendance.
89%of participating students showed an increase in classroom participation.
6.6%year-over-year sales increase, attributed directly to the lift from the initiative.
6.3%gain in market share.
See the work