How can a company that has been criticized for poor customer service, declining sales year after year, and rapid changes in social media marketing manage to turn things around? Well, Whirlpool was able to do so. By effectively meeting consumer needs and wants through direct messaging on its social media platforms and addressing the negative aspects of its business, Whirlpool responded directly to customer demands. 

By successfully interacting with consumers through its social media platforms, Whirlpool was able to change its strategy to address its target audience. “With the launch of Whirlpool’s ‘Every day, care,’ the team set out to prove that every chore is an act of love and has the power to impact the world.” (#EveryDayCare – Whirlpool, DigitasLBi and Crowdtap – The Shorty Awards., n.d.) Set to evolve its reputation, Whirlpool demonstrated commitment, inspiration, and drive to achieve its goal of developing the brand across social media.

 Via text messages, social media platforms, and email campaigns, the company embarked on a relationship with its consumers to advocate why it is a leading brand in household products. With trust building on their social media and availability for customer support, the company was able to gain feedback on how the interaction lived up to the customer’s expectations and relationship. With faster feedback and improved customer support, the company enhanced the overall consumer experience. Whirlpool was able to actively engage with its followers when responding to feedback and encouraging participation through its #EveryDayCare campaign and building a driven community experience.   

Developing a commitment to their social media presence, the company was able to own and promote throughout Facebook, Twitter, and even TV commercial spots. Being able to outperform in its category, they managed to increase sales by 6.6% with social media content and exposure to the world. Highlighting their authentic and daily moments, the brand leverages the digital marketing scene within the household products category.

Seeing how successful its sales were and continue to be, the company could have implemented strategies on its social media where it would have had partnerships with celebrities who support the company. Given acknowledgement from high profiled celebrities could have allowed consumers to know that even celebrities trust the brand and its products. Giving a back story on how they made the change to Whirlpool products and the change it made for them could have given them an advantage compared to their competitors.

Works Cited

#EveryDayCare – Whirlpool, DigitasLBi and Crowdtap – The Shorty Awards. (n.d.). Retrieved from Shortyawards.com: https://shortyawards.com/8th/everydaycare-whirlpool-digitaslbi-and-crowdtap-2