Case Study: How Whirlpool Heated Up Sales by Warming Up 'Cold Metal'
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Appliance marketing long has been mainly about product features and reviews “cold metal” as Whirlpool Senior Brand Manager Jon Hall puts it. So when his brand launched its “Every Day, Care” campaign in October it was a big risk. The push focused on the deeper meaning of how the chores appliances are used for affect lives, and featured emotional scenes of family life with Johnny Cash singing “You Are My Sunshine” in the background.
It turns out that warming up cold metal can work wonders.
Whirlpool’s sales rose 6.6% in the first six months after the campaign started vs. the year-ago period, four points ahead of the appliance industry, Mr. Hall said. The brand’s positive social-media sentiment has risen more than six fold. Purchase intent scores are up 10% from pre-campaign levels, which has translated into a comparable lift in market share, he said. And the campaign from Digitas LBi, Chicago, with help from Ketchum on PR and Upworthy and Crowdtap in social media and creative development, has generated more than 120 million video views.
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