Challenge
Whirlpool Corporation is the leading manufacturer of major appliances in the world. However, research conducted by CBD revealed little awareness of this position among trade audiences. There was an opportunity for Whirlpool Corporation to own and define leadership, as no other brand was ready or able to claim the number-one position in the channel. What’s more, a thorough competitive audit showed that no one was talking directly to trade customers based on their specific pain points.
Solution
Primary research and data analysis revealed insights on the kind of leadership the channel was looking for from Whirlpool Corporation. These findings helped inform the new "Count on Us" campaign and an integrated, strategic digital-first plan that would allow them to better target and serve their trade audiences. CREATIVE AND DIGITAL INNOVATION The “Count on Us” campaign included: Programmatic ads Email marketing Print ads And so much more Each of these initiatives pointed to a new online destination called Whirlpool Pro, the industry's first-ever persona-driven website. The site is designed to enable the channel to sell with: Constantly updated audience-relevant content Trade tools and resources Featured products and innovations Industry trends and insights A newly developed CRM program further led key audiences to Whirlpool Pro, providing each segment with trade-specific thought leadership content, including: News and events Blogs Videos Online tools "Count on Us” was also integrated into all major trade shows through: An engaging, interactive booth Digital signage and kiosks Out-of-home banners Giveaways, demos and more PR, SOCIAL MEDIA AND CONTENT To support the “Count on Us” narrative, PR shined the spotlight on Whirlpool Corporation by: Securing in-person media interviews for their subject matter experts Developing social media content to amplify leadership messaging Interacting with trade audiences and influencers via KBtribe Twitter chats Crafting press releases to promote their presence at major trade shows
Results
A completely integrated campaign and an online content-rich destination that enabled trade customers to build their businesses — firmly establishing Whirlpool Corporation as the leading appliance manufacturer in the industry.
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