THE FEEDING POST

TitleTHE FEEDING POST
BrandWHIRLPOOL
Product/ServiceWHIRLPOOL
Category I07. Corporate Purpose & Social Responsibility
Entrant WUNDERMAN THOMPSON Milan, ITALY
Idea Creation WUNDERMAN THOMPSON Milan, ITALY
Production WUNDERMAN THOMPSON Milan, ITALY
Credits
Name Company Position
Lorenzo Crespi Wunderman Thompson Italy Chief Creative Officer
Fabrizio Pozza Wunderman Thompson Italy Creative Director
Gianluca Sales Wunderman Thompson Italy Creative Supervisor
Giuliana Lo Porto Wunderman Thompson Italy Art Director
Roberta Remigi Wunderman Thompson Italy Digital Strategy Lead
Barbara Maggioni Wunderman Thompson Italy Client Leader
Giulia Zanaboni Wunderman Thompson Italy Account Executive

Background

Whirlpool Instagram profile was flat. The challenge was to increase the awareness of the brand on this channel, doing something relevant for the cooking category and the Covid-19 economic emergency. The client needed to get closer to the customer, showing its support in a really tough moment. Our team found an interesting, entertaining way to help the population while increasing brand awareness. During the Covid-19 emergency the request of food to national food bank increased dramatically.

Describe the strategy

At the end, we boost the Whirlpool's Instagram profile, reaching more than 5.000.0000 of impressions in France and in Italy. The Instagram feed was full of UGC with thousands of food selfies, showing the beauty of cooking and in the meantime doing something good thanks to Whirlpool. The target was Whirlpool followers (progress life achievers).

Describe the execution

The campaign developed on France and Italy Instagram channels thanks to Instagram stories and posts by various influencers. The first story was posted on June 16, 2020 on France and Italy Instagram channels simultaneously.

List the results

The result of the action was 5.000.000 of impressions and 6.000 donated meals.

Please tell us how the brand purpose inspired the work

Whirlpool exists to make the world a more empathic place by celebrating the value of caring. During the Covid-19 emergency the request of food to national food bank increased dramatically. A food selfie has never fed no one. With this initiative for the first time a food selfie becomes a real meal for someone in need.