Whirlpool's Care Profiles Had Daters Share Photos of Doing Chores
Laura McQuarrie — March 5, 2024 — Marketing
References: youtube & placera.se
As spring brings a sense of renewal and prompts people to begin deep cleaning, Whirlpool is inviting singles to refresh not only their homes but also their dating profiles. Supporting a rejuvenated outlook on both living spaces and romantic connections, Whirlpool recruited seven bachelors in the Chicago area to participate in a social media experiment called, Care Profiles.
As part of the experiment, participants agreed to trade their gym selfies and shots of prized fish for photos of them completing chores around the house, including cleaning, laundry and cooking. Whirlpool reported, "Compared to a three-week timespan before the experiment, the bachelors saw on average 79% more DM's, 46% more matches and 100% more connections. Furthermore, four of the seven participants are now in a relationship."
As part of the experiment, participants agreed to trade their gym selfies and shots of prized fish for photos of them completing chores around the house, including cleaning, laundry and cooking. Whirlpool reported, "Compared to a three-week timespan before the experiment, the bachelors saw on average 79% more DM's, 46% more matches and 100% more connections. Furthermore, four of the seven participants are now in a relationship."
Trend Themes
1. Household Chore-driven Dating - Embracing the trend of linking dating profiles with household chores: a unique approach to fostering genuine romantic connections.
2. Authenticity Over Glamour Trend - Shifting focus from gym selfies to photos of completing chores: a movement towards showcasing real-life activities for a more sincere online presence.
3. Home-centered Social Experiments - Engaging singles in social media experiments like Care Profiles: an opportunity to blur the lines between household activities and dating experiences.
Industry Implications
1. Home Appliance Industry - Incorporating dating-related features in home appliances: a potential avenue for creating interactive and lifestyle-focused products.
2. Social Media Marketing - Utilizing social media platforms for unique dating experiments: a way to leverage engagement by combining everyday tasks with social connections.
3. Online Dating Services - Integrating household chore-sharing elements into dating platforms: a novel approach to enhancing user interactions and matchmaking processes.
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