How can you use digital media to captivate your audience?
First of all you will want to create an emotional connection. Get your customers to create a positive conversation about your brand. Let’s take a look at this in action with the #EveryDayCare campaign by Whirlpool.
Target Audience
Whirlpool was successful at creating an emotional connection with their target audience by giving them a new reason to engage with the company other than product complaints. They were able to get real consumers to share their positive experiences with their products, and how those experiences improve their everyday lives. This #EveryDayCare campaign captivated their target audience with an emotional connection. This emotional connection to their customers increased sales.
Social and Consumer Experience
The social and consumer experience was addressed through multiple channels beyond word of mouth such as owned, and paid channels, Facebook and Twitter posts, as well as TV. These channels included a micro site of UGC that encouraged customers to share their own stories. This strategy of authenticity from Whirlpool resulted in a flood of content of real stories from real customers.
Digital Media Followers
Whirlpool handled digital media followers by embracing social media to create a viral reaction from customers that ultimately gave their customers an outlet that created an emotional connection to the brand. After all, Whirlpool has been doing their chores, without any appreciation. So, thank you Whirlpool, you are appreciated.
Improvements
I believe there is always room for improvement, without improvement there would never be any progress. The only thing would suggest to Whirlpool would be to showcase more of these stories across all of their social media channels. People like to hear heartwarming stories about the products they are about to invest in.
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