Whirlpool is a well-known appliance brand that makes major appliances such as washing machines, dryers, dishwashers and refrigerators. Research conducted by Whirlpool showed that consumers associated the brand with mundane, thankless chores (Shorty Awards, 2024). Whirlpool decided to do something to change consumer perception, so the company created "Every Day, Care". This initiative was designed to bring an emotional connection to the brand's product lines rather than a rational connection. "Every Day, Care" aimed to prove that every chore was an act of love rather than a mindless, repetitive process. The company utilized Crowdtap to create a community of 17k users. These consumers shared stories, images. et cetera to help encourage and inspire. This campaign not only spread the idea that chores were acts of love, but it brought positive, emotional connections and associations to the brand. The "Every Day, Care" campaign was very successful, it increased the brands sales by 6.6% and the brand saw a 12% year over year unit growth. Consumer sentiment chanted from -0.3 to +4.6 on a five-point scale.
Whirlpool encourages consumers to "show us how you care" on their company website by tagging Whirlpool in their social media posts and pictures. The company will feature customers who tag them on their website to show how the customers use their products in their everyday life. Whirlpool is dedicated to helping consumers make the most of every moment. The company has created the Chore Club on their website to help parents teach their children about chores and responsibilities. Whirlpool features both kitchen and laundry activities on their website for parents to use. Another program the company has started is the Care Counts Laundry program, which places washing machines and dryers in schools, so students have access to laundry facilities and clean clothes for school. These programs are another way that Whirlpool has created emotional connections with consumers and changed their perceptions of the brand.