Whirlpool's digital strategy aims to make Whirlpool the first company consumers think of when considering appliances. The goals are to strengthen social media presence, create a mobile app, start a blog, and run an extensive Google Adwords campaign. Key performance indicators include increased social media followers, app downloads, and website traffic. The target audiences are homeowners, newlyweds, and young families. The "big idea" is repetition across all digital channels. Tactics include paid social media ads, promoting the new app on Facebook and Twitter, sponsored Instagram posts, a mobile app allowing purchases, and an extensive Adwords campaign. The total budget is approximately $937,000.

1. Whirlpool’s Digital Strategy
By Samantha Proud
ADV 420
Fall 2014

2. Reason for Campaign
Be the first company that
consumers think of

3. Goals
 Stronger presence across all social media accounts
 Create an app
 Start a blog
 Create extensive Google Adwords campaign

4. Key Performance Indicators (KPI)
 Increase of followers/likes on social media
 App downloads
 Increase in website traffic

5. Target Audience
 Homeowners
 Newlyweds
 Young families

6. “Big Idea”
 Repetition
 Repetition
 Repetition

7. Tools and Tactics
 Facebook/Twitter
 Start with many paid/sponsored ads
 Promote new app
 Posts will include
 Info about sales, links to new blog, etc
 Instagram
 Show photos of our target audience using our products

8. Tools and Tactics
 Mobile App
 Compares our product with competitors
 Able to purchase through app
 Blog
 Featured posts:
 New products
 “Sponsored by” pieces

9. Tools and Tactics
 Google Adwords (SEM)
 Extensive
 Lots of categories
 Higher than competitors
 Including other companies that sell our products

10. Budget
Paid social media ads: = ~$250,000
PPC: = ~$400,000
Creating mobile app: = ~$150,000
Billing hours: 500-600hrs @ $250/hr : = ~$137,500
TOTAL = ~ $937,000