Whirlpool has won top honours at Cannes Lions for data, with a campaign that gave at-risk kids access to clean clothes to help them stay in school.
Case study summary
• Whirlpool gave 17 schools in the US washers and dryers
• The project was both heartwarming and effective, with student turnout remaining consistently strong in participating schools.
• Led to 90% of kids attending schools more often with 89% greater class participation
The challenge
How can you get emotional about a washing machine? Electronics maker Whirlpool wanted to do just that with a brand repositioning campaign showing the difference clean clothes can make to those in need.
The solution
Whirlpool partnered with Teach for America to expand the programme to 60 total schools in ten US school districts by August.
Digitas LBI and Whirlpool gave 17 schools in the US washers and dryers and found that this led to 90% of kids attending schools more often with 89% greater class participation.
By gathering data linked to student IDs and the use of the machines, the Care Counts programme was able to directly link the washers to 90% of kids attending schools more often with 89% greater class participation.
The project was both heartwarming and effective, with student turnout remaining consistently strong in participating schools.
The results
The campaign nearly met a very different fate, however. Jury president Eric Salama, CEO of Kantar, said that “Care Counts” actually wasn’t even in the jury’s initial shortlist for Grand Prix. But juror Lisa Weinstein, CEO of Engine Media, made a passionate case for the campaign and won over her fellow panelists, Salama said.
The Whirlpool effort, Salama said, represents an important shift from “storytelling to story doing,” illustrating how brands can have a practical and positive impact.
