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Creative

Whirlpool Helps Make Chores A Part of Learning with Chore Club

Digitas collaborated with Whirlpool to bring some normality to families during the Covid-19 pandemic

Whirlpool Helps Make Chores A Part of Learning with Chore Club

Digitas, the Connected Marketing Agency, in collaboration with Whirlpool, announces the launch of Chore Club, a social media-focused response to nationwide school shutdowns.

Chore Club helps parents by providing creative ways to make the chores of cooking, cleaning and washing part of their children’s new stay at home learning routine and suggesting fun ways to teach everyday life skills.

Using Instagram, Pinterest, and Whirlpool.com, instructional posts are tagged with #ChoreClub; followers are encouraged to share their own at-home creative solutions using the hashtag.

Since March 27th, content has been organically shared on feeds, allowing for Digitas to track engagement and follower counts on Instagram and Pinterest as well as user-generated content shared by followers’ personal accounts with the #ChoreClub hashtag.

Highlights from Whirlpool’s posts thus far include:

  • '1-2-3 Cookies', which reinforces math and counting skills
  • 'Cookie Cutter Sandwiches', spotlighting creativity and independence
  • 'Easy Folding for Kids', teaching spatial cues and self-reliance.

In conjunction with its PR agency, Ketchum, Whirlpool partnered with The Bachelor alum and father of three Sean Lowe to produce content around teaching his 3-year-old son to do laundry while practice counting. The video received over 486K views in two days.

It also partnered with mom bloggers to produce content around their children doing different chores and learning lessons, such as baking and measuring, practicing colours while doing laundry and learning Spanish while cleaning. Influencers include Chelsee Hood, Gladys Jimenez and Malia Vago.

Over the coming weeks, Whirlpool will continue to provide resources parents can use to entertain and teach children.

“It’s great when you can create content during a time that everyone could use a helping hand. This campaign reinforces Whirlpool’s belief that everyday acts of care have a huge impact on our world. Whirlpool knows parents need more help than ever – juggling their job with household chores, childcare, and education – and that chores are a leading predictor of success among children. Getting the kids involved with chores can be very helpful now and in the future.” - Michael Frease, EVP/executive creative director, Digitas. 


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