Each year, the Word of Mouth Marketing Association (WOMMA) recognizes the top campaigns in social media and word-of-mouth at the annual WOMMA Summit. This year, we’re proud to share that Crowdtap took home top honors in the Engagement Category for our work on Whirlpool’s “Every Day, Care” campaign, alongside our partners at the brand and at digital agency DigitasLBi.
The WOMMY Engagement Award is given to the most effective word-of-mouth campaign designed to drive customer engagement. Whirlpool’s “Every Day, Care” campaign marked the brand’s biggest advertising initiative to date and was also a dramatic departure from how most companies in the appliance category approach marketing.
To separate itself from the “sea of sameness,” Whirlpool partnered with DigitasLBi to build more authentic and emotional connections with its customers. To achieve this objective, the brand and agency tapped us to help inspire people to share simple stories of everyday acts of care in social media. By leveraging Crowdtap’s People-Powered Marketing Platform, the brand was able to collect, curate and repurpose user-generated content to power the integrated campaign.
The result? A powerful and heartfelt campaign that drove a 6.6 percent sales lift during a category wide decline and a 6X lift in positive online brand sentiment.
Congratulations to our partners at Whirlpool and DigitasLBi, and to everyone on the Crowdtap team who worked on this program!