4-2 Student Blog: Effectively Impacting the Consumer Through Digital Media

 MKT-265

Ardis Ortega

Analysis of digital media from Whirlpool


Whirlpool is known brand that is used by many people for various household appliances. However, the brand has faced many trials with not being recognized by what they offer and only dealing with complaints of customers. The brand made an attempt to be more than that and involve its customers in a project where they speak about how the brand helps them day to day. They called it " Every day, Care". This targeted the brands audience by involving them in discussion on how the brand contributes to their needs and how it helps them. Not only was this a way to promote the brand but a way to remind consumers that the brand does for them than they realize. 

The way that this was addressed was "  by openly sharing their stories of "Every day, care" via text, images and videos. More than 44K pieces of authentic UGC were collected, and the best content was cross-promoted across paid, earned and owned channels." (shortyawards.com).  With this the company was able to promote awareness to its intended audience on not only products but how its shapes the lives of the people who use them. 

Due to its various uses of digital media, Whirlpool gained more revenue. I think the way that they handled their concerns was very consumer friendly. The company wanted to showcase its impact on a more personal level rather than its impact for profit. They engaged with consumers in a way that made people think about an appliance not only as an asset but how it makes the consumers life easier. 

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