Whirlpool Care Profiles
[Strategy, 2023]
Whirlpool® knows the power of care. But could we prove it? We were challenged to intercept multicultural millennials/gen z with different and more meaningful messages than they see from our competitors. We discovered “Where men contribute to housework and childcare, their partners see them as sexy, and indeed they have more sex than couples in which the men are chore-free.”

We conducted an experiment with real bachelors in need. We re-did their profile pics and bios to show off their favorite chores. Their dating app usage was then tracked for several weeks to see the impact before and after. Then we took to social to spread the word that chores really do make guys sexier. 

221+ million impressions & 426% increase in brand engagement - Better Than Cannes, Marketing Dive, PR Newswire, Global Dating Insights, Yahoo, Media Post