Whirlpool: Care Counts

David Chriswick and Brian Sherwell

Campaign details

Brand: Whirlpool
Brand owner: Whirlpool Corp
Lead agency: DigitasLBi
Contributing agency: Ketchum
Country: United States
Industries: Home appliances
Channels used: Content marketing, Events & experiential, Online video, Public relations, Social media, Websites & microsites, Word of mouth, advocacy
Budget: $3 - $5 million

Executive summary

One out of every five children in the United States struggles to have access to clean clothes, and thousands miss school every day because of this. Whirlpool's brand belief in everyday care inspired Care Counts – replacing the, seemingly mundane, role of appliances with an innovative demonstration of purpose that impacted attendance rates. Fitted with tracking devices, washers and dryers were installed in schools to give disadvantaged students access to laundry facilities whenever needed. Over the course of a school year, attendance rates and school performance were tracked to help prove Whirlpool's brand belief that what was being sold in the technology was less significant in comparison to why it mattered. Over 90% of children enrolled in the programme showed significant attendance improvements, and Whirlpool's 'Every day, care®' campaign suddenly became so much more than advertising. With over 1,000 schools requesting to join the programme since launch, this marketing innovation has triggered a movement that will continue to change lives.

Market background and objectives