In Mexico alone, 71% of households have at least one washing machine, but less than half give them proper maintenance. “Dancing Washers” from Whirlpool and VML capitalizes on the social media behavior of “dancing” washing machine videos, transforming it into a fun brand experience that enables users to get exclusive benefits on Whirlpool products and services at their online store.
Dancing Washers
An engaging e-commerce experience that turns your washing machine’s "dance" into discounts on Whirlpool products and services
Client
- Whirlpool
Office
- Mexico
Washing machines are essential appliances in every home, making life easier – but many people don't give them the proper maintenance they need to last.
Whirlpool needed to stand out and prioritize e-commerce engagement with younger audiences. To do so, the brand sought a fun and effective way to leverage social media to boost sales and directly impact users, including not only Whirlpool washing machines but all brands in the category, with the key goals of building brand loyalty among existing customers and attracting new customers from competitor brands.
Many people believe washing machines are immortal and will never break down, which isn't true. Over the years, washing machines wear out, reducing their efficiency and becoming obsolete, regardless of brand or model.
The dynamic was simple. Users enter dancingwashers.com from their smartphone or desktop. Within the platform, they recorded or uploaded a video of their washing machine “dancing”. Our algorithm, with an extensive music library, analyzed the movement, matching the vibrations of the washing machines with the BPM (beats per minute) of the music, synchronizing the different rhythms with the videos.
Once the analysis was complete, the platform provided users with the video and a discount code to redeem on Whirlpool's e-commerce site. The harder the dance, the bigger the discount.
With "Dancing Washers" we transformed Whirlpool's e-commerce in just two weeks and our audience got their e-commerce site grooving:
- 47% increase during the most important sales season of the year, exceeding targets
- 40% interactions with our washers
- 136% positive sentiment
- 40 million impressions
- 250 technical service requests, a historic increase
- 40% interaction rate, +580% vs. benchmark
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