market what’s

meaningful®

The city burst element located on the left side of the CBD Marketing logo and the agency website.
WHIRLPOOL CORPORATION
JUMP TO...
WHIRLPOOL CORPORATION
Demonstrating leadership through industry-first initiatives.

What they asked for

Increased awareness of their leadership positioning across key audiences — builders, architects, designers, distributors and more.

What they got

Leadership acclaim through a digital-first campaign and a customer-first online innovation.

The Whirlpool Corporation logo, as of 2017.

THE SITUATION: A LACK OF AWARENESS AS THE INDUSTRY LEADER

Whirlpool Corporation is the leading manufacturer of major appliances in the world. However, research conducted by CBD revealed little awareness of this position among trade audiences.

There was an opportunity for Whirlpool Corporation to own and define leadership, as no other brand was ready or able to claim the number-one position in the channel. What’s more, a thorough competitive audit showed that no one was talking directly to trade customers based on their specific pain points.

The Answer: A PERSONA-DRIVEN STRATEGY THAT BUILT AUTHORITY

DATA AND ANALYSIS

Primary research and data analysis revealed insights on the kind of leadership the channel was looking for from Whirlpool Corporation.

These findings helped inform the new "Count on Us" campaign and an integrated, strategic digital-first plan that would allow them to better target and serve their trade audiences.

RESULTS

382% increase in actual paid media impressions from 2017
25% share of voice throughout 2018
900+ total leads and 174 distribution partnership requests in 2018
105 print and online trade media placements were secured throughout the year
14 million social media impressions against our target audience in 2018
COU-3in4-campaign

CREATIVE AND DIGITAL INNOVATION

The “Count on Us” campaign included:

  • Programmatic ads
  • Email marketing 
  • Print ads 
  • And so much more
whirlpool_pro_remodelers_2

Each of these initiatives pointed to a new online destination called Whirlpool Pro, the industry's first-ever persona-driven website. The site is designed to enable the channel to sell with:

  • Constantly updated audience-relevant content 
  • Trade tools and resources 
  • Featured products and innovations 
  • Industry trends and insights
whirlpool_crm_wave2

A newly developed CRM program further led key audiences to Whirlpool Pro, providing each segment with trade-specific thought leadership content, including:

  • News and events 
  • Blogs 
  • Videos 
  • Online tools

"Count on Us” was also integrated into all major trade shows through:

  • An engaging, interactive booth
  • Digital signage and kiosks
  • Out-of-home banners 
  • Giveaways, demos and more
COU-PR-KBTribe_r3

PR, SOCIAL MEDIA AND CONTENT

To support the “Count on Us” narrative, PR shined the spotlight on Whirlpool Corporation by:

  • Securing in-person media interviews for their subject matter experts
  • Developing social media content to amplify leadership messaging
  • Interacting with trade audiences and influencers via KBtribe Twitter chats 
  • Crafting press releases to promote their presence at major trade shows

THE END RESULT

A completely integrated campaign and an online content-rich destination that enabled trade customers to build their businesses — firmly establishing Whirlpool Corporation as the leading appliance manufacturer in the industry.