Relevance with younger consumers, millennial and gen z, was cratering. They didn’t like doing chores and were starting families at lower rates than ever before.

But as future customers, Whirlpool needed to find new ways to connect with them and prove what the brand believes: that the daily acts of cooking, cleaning and washing have a quantifiable impact on our lives.

Care Profiles is an experiment conducted entirely within one of the most popular kinds of social platforms: dating apps. Built off of an insight from the platform, that men are terrible at presenting themselves, the activation had men showing themselves doing chores using Whirlpool appliances. Then, documentation of the experiment was shared out on social media channels TikTok and Instagram.

Whirlpool assembled a group of real bachelors, then had them re-do their dating app profiles to show themselves doing chores with Whirlpool appliances. No official partnership necessary.

Their performance on the apps was tracked pre and post the change, and the success of the results was shared in social-first content.

We tracked the bachelor’s results for several weeks, as they used the apps organically, making connections and sliding into DMs. Simultaneously, over 1,000 singles were polled about their feelings on chores and dating.

The bachelors were then brought back, their app data pre and post experiment was compared, and Whirlpool shared the results and the guys’ opinions on social media, and influencers encouraged their followers to improve their dating game by following suit.

The experiment itself was massively successful. The bachelors: - Received 79% more direct messages. - Had 46% more matches. - Made 100% more connections with potential. - Nearly 60% of participants are now in long-term relationships.

The story itself also struck a nerve with Whirlpool consumers, garnering 596.6 million impressions and a 426% increase in engagement on Whirlpool's social channels.

This activation generated the highest social engagement for the brand of all time.