这 北美艾菲奖 和 原子能委员会 携手呈现 2017 年比赛获胜者的特别访谈系列。 艾伦·哈特 (Alan Hart)，执行合伙人 在 原子能委员会 and host of “当今营销”，与这些营销人员坐下来讨论他们获得艾菲奖的作品的见解。
在本周的 2017 年优胜者聚焦节目中，Hart 采访了 Bill Beck, Vice President of Brand Marketing 在 Whirlpool, to discuss Whirlpool’s “Care Counts”活动由 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 >
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本文最初发表于 ATMOCK 博客.
来源： atmock.com
