De North American Effie Awards og ATOMCK har gått sammen for å presentere en spesiell intervjuserie med vinnere fra 2017-konkurransen. Alan Hart, administrerende partner på ATOMCK and host of “Markedsføring i dag,” satte seg ned med disse markedsførerne for å diskutere innsikt fra deres Effie-vinnende arbeid.
I denne ukens 2017 Winner Spotlight snakket Hart med Bill Beck, Vice President of Brand Marketing på Whirlpool, to discuss Whirlpool’s “Care Counts”-kampanje, opprettet i samarbeid med DigitasLBi.
Beck wanted to add meaning to the tasks appliances accomplish for us. In a world of savings, no one was telling a story with their products and acknowledging their role in people’s lives. The Whirlpool team studied the connection between people and their appliances. One thing Beck discovered: A top reason for children skipping school was that they didn’t have clean clothes. It seemed obvious to Beck and his team that they could help.
With the help of the St. Louis school system, Whirlpool installed washing machines in a number of schools. Right away, they saw improvements in the schools — attendance rates went up, academics improved, and the schools came alive with a new vibrancy. Beck knew this initiative was the right thing to do. As a purpose-driven brand, Whirlpool looks for ways to create positive change regardless of the recognition it might get. The results encouraged Whirlpool to put more machines in more schools to help underprivileged families have clean clothes. Beck has since grown the program to include a partnership with Teach For America with the mission to get machines in as many schools as possible. “Care Counts” highlights the meaningful purpose of appliances in people’s lives and shows how a purpose-driven brand can have a real impact.
“Care Counts” by Whirlpool and DigitasLBi took home Effies in the Branded Utility and Positive Change – Social Good categories at the 2017 North American Effie Awards.
Watch Hart’s full interview with Beck here >
Hør intervjuet som podcast her >
Denne artikkelen dukket opprinnelig opp på ATMOCK-bloggen.
Kilde: atmock.com
