Whirlpool: more investments in social media and creators in the 2024 strategy

In the media mix, which remains predominantly digital, more space for social media and creators. For the Whirlpool brand, a partnership begins with Giallozafferano while Hotpoint with Chef in Camicia. WPP always manages all communication. The point with marketing director Roberto Grimaldi

For 2024, Whirlpool confirms last year’s level of advertising investment with a media mix that will continue to be focused predominantly on digital. New for this year is a greater presence on social media, in particular using creators.

Marketing director Roberto Grimaldi explains the strategy to us: «The goal is to talk about our brands in a more current and entertaining way. For the Whirlpool brand we have activated a collaboration with Giallozafferano, focused in particular on microwaves: through the creation of recipes we will try to dispel some myths linked to this appliance. Then we will also go on TikTok with a challenge at three times of the year.”

Also for the Whirlpool brand, the digital campaign dedicated to dishwashers, which was launched at the end of 2023, will also be repeated. «Focused on the concept of ‘well being’, it involved all the main digital platforms, such as YouTube and Netflix, totaling around 48 million of views. We will repeat it towards the end of the year, also expanding it to Disney” continues Grimaldi.

As regards the Hotpoint brand, first of all the partnership with Masterchef was reconfirmed for the new edition scheduled for December 2024, with a series of activities that will include product placement, advertising and social actions with the show’s talents.

At Eurocucina currently underway – where this year the company has decided to concentrate its presence during the Design Week (last year it was also a protagonist at the Fuorisalone) – Hotpoint brought to its stand Eleonora Riso, the winner of Masterchef 13. With her he will test the performance of ovens and hobs through a rich program of show cooking for customers and visitors.

For this brand too, the company will focus heavily on social media, in this case through a partnership with Chef in Camicia.

Indesit instead invested in the “The Sound of Collaboration” project, a digital campaign launched in March on social platforms, such as Youtube and TikTok, on Xaxis and on music platforms, such as Spotify.

The campaign brings Indesit’s #DoItTogether story to life and shows how household appliances make families more happy and collaborative. The commercial shows how a family takes care of household chores to the rhythm of music, sharing the joy of a harmonious home.

The project is signed by WPP, which remains the partner for all communication activities of the company’s brands.

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