- Whirlpool is taking to social media with dating-related video content to encourage consumers to clean up their dating profiles by emphasizing how well they perform household chores, based on a press release.
- The kitchen and laundry appliance marketer partnered with seven bachelors to swap out their existing dating profile photos, including pictures taken on the gym, with shots of them doing household chores. The bachelors saw on average 79% more DMs and 46% more matches in comparison with a three-week period prior to the experiment.
- Research conducted by the brand shows equity around house chores was essential for 94% of singles in search of a partnership. The ability to do basic household chores was a top priority amongst 91% of those searching for partnership.
The experiment with seven Chicago-area bachelors, called “Care Profiles,” is depicted on Whirlpool’s Instagram and TikTok pages, showing how the brand is leaning into social media to indicate the importance of embracing equity in household chores relating to finding a partner. The brand reports 4 of the boys are actually in a relationship.
With this effort, the brand has a possibility to construct awareness with equity-minded consumers at a time when women proceed to report that they do more household chores than their male partners. The effort also reflects the enduring popularity of dating TV shows in addition to online content from creators related to dating.
Whirlpool’s research found 83% of single online daters are planning to refresh their dating profiles this spring. The findings are based on survey of 18-to-44-yr olds conducted by the appliance company. Among single consumers, 90% indicated that they use profile pictures to find out if someone takes care of themselves and 64% of online dating app users prefer to see an image of a possible match cooking a meal fairly than on the gym. Additional findings include that 68% are searching for a responsible partner while 79% are searching for someone who’s caring.
Digital video content from the brand shows the before and after dating profiles of the bachelors, with Whirlpool products featured subtly within the background. The men explain their newfound dating success after cleansing up their profile pictures.
The Whirlpool Corporation expects a soft yr for appliance sales in 2024, with high housing costs and shortages more likely to hurt demand.
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