這 北美艾菲獎 和 原子核 聯手推出了一個特別採訪系列，其中包括 2017 年比賽的獲獎者。 艾倫哈特，管理合夥人 在 原子核 and host of “今日行銷，」與這些行銷人員坐下來討論他們獲得艾菲獎的作品的見解。
在本週的 2017 年獲獎者聚焦中，Hart 接受了採訪 Bill Beck, Vice President of Brand Marketing 在 Whirlpool, to discuss Whirlpool’s “Care Counts” 活動，與 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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本文原刊於 ATMOCK博客.
來源： atmock.com
