Whirlpool: Chore Club
In 2020, Whirlpool’s brand mission to foster “Every Day, Care” took on new meaning as families were stuck at home under stay-at-home orders. To support parents during a challenging time, Whirlpool, with support from Ketchum, worked to turn chores into fun ways for children to learn basic skills and self-reliance.
After conducting a study examining the positive impact chores have on kids, we used the insights to fuel creative content and worked with agency partner Digitas to create a branded microsite: Chore Club by Whirlpool®, filled with age-appropriate cooking, baking, cleaning and laundry activity ideas.
We got the word out to parents by partnering with a handful of influencers — including Sean Lowe, the popular star of The Bachelor and father of three. To amplify the campaign, we arranged local interviews with home organization expert Brooke Parkhurst, who reinforced the importance of teaching valuable life lessons through chores. These fun chore exercises were also shared on the brand’s social media channels and Whirlpool.com to increase reach.
In the first month, the microsite received more than 13,000 visits, with 20% of visitors reviewing all 12 Chore Club activities. Overall, the Chore Club by Whirlpool® campaign netted millions of visits to influencer and Whirlpool social channels and over one million earned media impressions.