During the upheaval of daily life last spring, millions of families found themselves at home. All day. Kitchens became classrooms. Parents became teachers. This was tiresome, but also an opportunity to help children everywhere.

It’s proven that kids doing chores from a young age are more likely to have academic, emotional and professional success later in life, yet most parents (82%) don’t require their kids to do them.

Knowing the long-term benefits of chores and witnessing clear signals of people needing help, Whirlpool felt compelled to provide assistance.

So we asked ourselves: How can we deliver on our brand promise in a time where people were in dire need of care? How can be helpful to parents while also instilling vital life skills in their kids?

Chore Club: Turning Everyday Chores into Fun Ways to Teach Everyday Lessons.

Whirlpool brand believes that the everyday acts of care that happen at home have a positive impact on the world we live in. That is why we are committed to helping families thrive in their daily life. Not only would the activities in Chore Club make chores part of their children’s new stay at home learning routine, it would give children the stability they crave while allowing them to learn vital life skills.

If we’re going to break through with this important message during a time where daily routines were being upended, we needed to meet parents where they were seeking inspiration.

At the end of March, US social media users reported spending 1-2 more hours per day on social media. And it wasn't just one platform showing heavy usage. It was all of them. And Pinterest was seeing record engagement with searches up 60% YoY with a 25% increase since just the two weeks before lockdown. Here are a few examples:

128% increase in "easy lunch ideas for kids"

10x increase in "family activities at home"

7x increase in "baking with kids"

8x increase in "things to do when bored for kids"

124x increase in "homeschool schedule"

Looking closer at what parents were searching for, we noticed one key behavior: they were searching for solutions. And we needed to provide them.

The Chore Club social media campaign aimed to reach parents where they were spending time consuming content on Pinterest and Instagram.

Using educational and developmental research, we crafted at-home activities based in cooking, cleaning, and washing (our specialty) that also instilled new skills, such as learning Spanish while unloading the dishwasher, practicing math while making lunch, and learning responsibility when sanitizing toys.

The educational content came to life in short-form videos, static pins and carousels, all published with search optimized copy leveraging the trending keywords, and the content was also housed on custom destination on Whirlpool.com

From total lockdown on 3/13, Pinterest searches peaking on 3/22, with our full team adapting to the world of remote production, while also navigating the working-while-homeschooling schedule, we stood up an entire program by 3/26 that provided meaningful assistance to parents, positioning Whirlpool as a resource that helps families thrive.

Chore Club made for some of the brand’s most engaged content in over a year, surpassing industry engagement standards provided by the platforms by over 20% and achieved nearly 20 million impressions.