We must fully disclose who have been paid to participate when speaking about the brand across social media, whether it’s spelled out within the copy of a blog post or social post or indicated with “#ad,” “#sponsored,” or something of the like.

We launched a 360 integrated campaign. New broadcast media, digital media including high impact digital experiences like a YouTube masthead, social and a new website – whirlpool.com/everydaycare to engage people in conversation and participation to share their stories and perspectives on the care they give, and receive, every day. Exclusive press with The New York Times helped launch the campaign.

Then, through a Grammy’s promotion led by Grammy-nominated artist Hunter Hayes, we created a documentary series with Upworthy called “Perceptions of Care,” and multiple social engagements from CES in Las Vegas to the first ever charitable Smart Appliance (Connect2Care).

Our first Perceptions of Care video moved through the social sphere at a rate 20x the industry average (Newswhip 1/7/15). With over 16mm social media impressions and 62k likes, shares, and comments -- Whirlpool was able to ignite a meaningful conversation with the 26.1 million Americans who care for both children and aging parents in one home.