Whirlpool's Care Counts: Brand purpose can make a difference

This case study describes how US appliances manufacturer Whirlpool built on its Every day, care campaign to create the Care Counts programme, which installed washers and dryers in schools to give disadvantaged students access to laundry facilities to boost attendance rates.

Campaign details

Brand: WhirlpoolBrand Owner: Whirlpool Corporation Lead Agency: DigitasLBiContributing Agency: Ketchum, Goodstory Films, C41 Media, Cutters StudiosCountry: North AmericaIndustries: Home appliancesMedia Channels: Events & experiential, Online video, Public relations, Social mediaBudget: 500k -1 million

Executive Summary

Whirlpool exist to help families thrive because simple acts of care have the power to change the world.

This paper discusses the genesis of Whirlpool's new brand idea on the true meaning of care, and the manifestations of that over the first two years of the campaign.


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