Whirlpool entrusted Wpromote to help develop and deploy its D2C go-to-market strategy across multiple brands. Since launching right before Q4 2019, the partnership has expanded beyond the traditional agency-client relationship to a true collaboration that embraces innovation.
Whirlpool Corporation is the world’s leading major home appliance company, with approximately $20 billion in annual sales, 77,000 employees, and 59 manufacturing and technology research centers in 2019. The corporation includes Whirlpool, KitchenAid, Maytag, Amana, JennAir, Indesit, and other major brand names, with customers in nearly every country throughout the world.
“Our partnership has built a community of colleagues that trust and push each other while also striving for continuous improvement.”
Whirlpool came to Wpromote in 2019 looking to develop and launch a multi-brand, go-to-market D2C strategy. This was a complex ask with distinct challenges:
Wpromote adopted a custom approach to each business channel and brand to maximize the learnings and associated KPIs.
Post-launch, the partnership between Whirlpool and Wpromote has focused on new opportunities and potential for innovation.
Strong performance is the foundation of this partnership, but it is not the only way to evaluate the success of the Whirlpool-Wpromote partnership. In the spirit of innovation and collaboration, the Wpromote team attended the Whirlpool brand team’s annual discovery trip as a trusted advisor to discuss trends in digital and brand journeys. In addition, Carol Wolowic, Senior Manager of Media Strategy for Whirlpool, was able to share her brand expertise at Wpromote Challenger Summit 2019, and has participated in various panels.
Comparing our first Black Friday promotion period to our most recent July 4th promotion period, through a combination of media optimizations, website enhancements, COVID-19 strategies, and overarching teamwork across Whirlpool & Wpromote, we have seen the below increases by business unit: