Whirlpool's Every Day Care campaign

From a marketing perspective, I am very impressed with Whirlpool's #EveryDayCare campaign, which suggests that ordinary household chores are linked to love and community.

Previously appliance companies use their marketing to let potential consumers see how much more convenient their lives will be with the latest model. Rather than trying to sell a new product, Whirlpool opened the door to the idea of celebrating the product and acts that are already taking place with their appliances that are in homes. Because appliances are quite frankly under-appreciated purchases, the physical act of doing the chores associated are under-appreciated as well. It made the unseen acts seen and validated the people who frequently do them regardless of how thankless the tasks seem. It also encourages consumers to think of those who are less fortunate and cannot afford to do laundry on a regular basis.

Currently on Whirlpool's Facebook page, the company is reaching their customers at a personal level by bringing to light the difficulties of hurricane victims. They are also promoting the Care Counts initiative, where children who normally may not have clean clothes to go to school can be helped. The platform reaches consumers, namely mothers, who can only imagine what it would be like to be unable to wash their family's clothing.

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