Case Study

Whirlpool

20/20: A Look Ahead

Faced with the prospect of breaking through at the Consumer Electronics Show — a crowded industry event where competitors shine with big spends — Peppercomm helped Whirlpool own the conversation around innovation in the home. Whirlpool 20/20: A Look Ahead engaged our target audience in forward-thinking conversation, showcasing the brand’s clear vision through global concepts and soon-to-launch innovations in the MommmyTech Zone.

To drive the conversation, Peppercomm created a partnership with influential mom bloggers to serve as roving home tech reporters. These influencers hosted Fireside Chats in the booth; lively sessions that helped educate moms on what’s next. The on-site activation was amplified with an integrated campaign, including content platform, social engagement, and consumer contests. During a post-show Twitter party, #Whirlpool2020 was the top trending hashtag in the US.

The payoff? The earned/owned media efforts reached more than 525 million people with media coverage including NBC, Discovery Channel, CNET, Wall Street Journal, and PCWorld.

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