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One of the most powerful examples of how digital media can meet consumer needs comes from Whirlpool’s #EveryDayCare campaign (Whirlpool, 2016). Instead of focusing on washers and dryers, Whirlpool highlighted the love and effort behind everyday chores. It wasn’t about appliances—it was about people.

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Meeting Wants and Needs Through Storytelling

Whirlpool succeeded by shifting its messaging from product features to human connection. People don’t just want a machine that washes clothes; they want more time, ease, and support in their daily lives. By framing laundry and cooking as acts of care, Whirlpool positioned itself as a partner in those meaningful moments.

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Social and Consumer Experience

The brand invited families to share their own #EveryDayCare stories on social media. This transformed the campaign into an interactive experience where consumers weren’t just spectators—they were participants. Research shows that people’s basic psychological needs for connection and recognition are often fulfilled through social media engagement (Parent, 2023). Whirlpool tapped into this by creating a sense of belonging, allowing families to feel recognized and valued. This kind of two-way engagement deepened their connection to the brand and became far more impactful than traditional advertising.

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How Followers Were Handled

Instead of simply pushing out content, Whirlpool curated consumer submissions and spotlighted them across digital channels. That recognition built trust and loyalty, showing followers that their voices mattered. It’s a reminder that when brands celebrate their communities, they create lasting bonds.

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What Could Have Been Done Differently?

The campaign was highly successful, but it might have been even more engaging with a dedicated mobile app or microsite where families could archive, revisit, and share their stories over time. This would have extended the campaign beyond social media and created a permanent digital space for community connection (Lee, 2023).

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Whirlpool Today

Looking at Whirlpool’s website and social channels now, the company continues to focus on authenticity and consumer trust. Transparency and real-life stories remain central to their digital presence. Ethical engagement—being truthful, respectful, and consumer-first—is part of what makes their content effective today (Dunung, 2020).

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Lessons for Small Brands

As a designer and entrepreneur, Whirlpool’s approach inspires me. At Chaos Design Co., I want to create a similar experience where my community feels part of the story. Whether it’s customizing a necklace or sharing how a piece reflects their individuality, my goal is to make customers feel seen and celebrated. Digital media is my tool to do just that—turning moments of creativity into shared connections.

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Final Thought

Digital media gives us the power to transform ordinary tasks into extraordinary experiences. Whirlpool did it with #EveryDayCare. I plan to do it by inviting my customers into the beautiful chaos of creativity and design.

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Works Cited:

Whirlpool. (2016). Every day, care. Shorty Awards.https://shortyawards.com/8th/everydaycare-whirlpool-digitaslbi-and-crowdtap-2

Dunung, S. P. (2020). Global business management. FlatWorld.

Lee, M. (2023, July 18). Mobilize Your Business: Why Mobile Apps Are Essential for Success. App Growth Summit. https://appgrowthsummit.com/mobilize-your-business-why-mobile-apps-are-essential-for-success/

Parent, N. (2023). Basic Needs Satisfaction through Social Media Engagement: A Developmental Framework for Understanding Adolescent Social Media Use. Human Development, 67(1). https://doi.org/10.1159/000529449