Audrey Reed-Granger, Whirlpool director of consumer insights, said the company wanted to set its new line of washer/dryers apart from other brands.
"We wanted to have our products show up in unexpected places and have the consumer connect with the product in unexpected ways," she explained. Whirlpool paired with online relationship service PerfectMatch.com to host "love and laundry" events for divorcees and other singles. "There aren't a lot of companies out there trying to target late-in-life singles or second-time singles," said Reed-Granger.
Idea: Pre-campaign research found that when it comes to laundry, most Americans are either washers or folders and opposites tend to be more compatible. Whirlpool and PerfectMatch invited hundreds of people in five key markets - Atlanta, Dallas, Phoenix, Minneapolis, and Charlotte, NC - to experience Whirlpool products and search for their perfect match. "Our members tend to skew a little bit older and be more interested in a relationship, but they are also folks with a higher disposable income," said Amber Fowler, PR director for PerfectMatch.com. "This provided us with a chance to... still make it a fun event where they were meeting other singles, but also introduce them to the Whirlpool brand."
Tools: The "Spin Cycle" events began in early September and will run through October. The three-hour, Thursday-night events include product trivia games and "love and laundry Jeopardy," all in a speed-dating-type atmosphere. "They were trying to evoke that spirit of when laundromats were pickup places," said Maggie O'Neill, director at Peppercom.
Measurement: The effort's success will be measured by traffic to PerfectMatch.com and follow-up questions through the site.
Organization: Whirlpool and PerfectMatch.com
Campaign: Spin Cycle
PR team: Peppercom and mPRm
Other marketing: Online advertising
Launched: August 28