Whirlpool Film, Digital Care Counts, 3 by DigitasLBi

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Care Counts, 3

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Industry Washing Machines
Media Film, Digital, Interactive & Mobile
Market United States
Agency DigitasLBi
Chief Creative Officer Ronald Ng
Associate Creative Director Themi Psarras, Rachael Datz, Ryanne Donnellon
Executive Creative Director Morgan Carroll
Creative Director Chris Jansma, Louie Calvano, Jeremy Bacharach
Senior Art Director Bryan Haupt
Senior Copywriter Samantha Bordignon
Production C41 Media
Production Goodstory Films
Director Mai Iskander
Released October 2016


Cannes Lions 2017
PR Data & Measurement: Research, Data Analytics & Insight Generation Gold Lion

Credits & Description

Title: Care Counts
Agency: Digitaslbi
Brand: Whirlpool
Country: USA
Entrant Company: Digitaslbi, Chicago
Advertising Agency: Digitaslbi, Chicago
Media Agency: Digitaslbi, Chicago
Pr Agency: Ketchum, Chicago
Production Company: C41 Media, New York / Cutters, Chicago / Goodstory Films, New York
Chief Creative Officer: Ronald Ng (Digitaslbi)
Evp, Managing Director, Executive Creative Director: Morgan Carroll (Digitaslbi)
Evp, Group Creative Director: Michael Frease (Digitaslbi)
Vp, Creative Director: Louie Calvano (Digitaslbi)
Vp, Creative Director: Jeremy Bacharach (Digitaslbi)
Vp, Creative Director: Chris Jansma (Digitaslbi)
Senior Art Director: Bryan Haupt (Digitaslbi)
Senior Copywriter: Samantha Bordignon (Digitaslbi)
Lead Experience Designer: David Plant (Digitaslbi)
Vp, Director, Executive Producer: Greg Lederer (Digitaslbi)
Producer: Amanda Riley (Digitaslbi)
Vp, Account Director: Kristine Kobe (Digitaslbi)
Account Director: Julie Wisniewski (Digitaslbi)
Associate Director, Project Management: Themi Psarras (Digitaslbi)
Svp, Technology Group Architect: Sujal Patel (Digitaslbi)
Vp, Group Director, Creative Strategy: Brian Sherwell (Digitaslbi)
Associate Director, Social Strategy: Rachael Datz (Digitaslbi)
Vp, Director, Media: Caitlin Finn (Digitaslbi)
Associate Director, Media: Ryanne Donnellon (Digitaslbi)
Director: Mai Iskander (Goodstory Films/C41 Media)
Partner, Brand Practice Director: Corinne Gudovic (Ketchum)
Vice President, Group Manager: Sarah Gates (Ketchum)
Account Supervisor, Strategic & Creative Planner: Rachel Carlisle (Ketchum)
Senior Account Executive: Kelsey Mcgovern (Ketchum)
Account Executive: Stefani Duhon (Ketchum)
Svp, Technology: Tony Bailey (Digitaslbi)
Senior Manager, Shopper Marketing - Key & Mail: Chelsey Lindstrom (Whirlpool Corp)
Vp, Senior Director, Brand Marketing: Bill Beck (Whirlpool Corp)
Product Marketing Director: Jon Hall (Whirlpool Corp)
Senior Brand Manager: Ryan Morand (Whirlpool Corp)
The Program ResultsWith the Care Counts program, over 93% of participating students saw an increase in their attendance over the previous year.Students who had missed more than 10 days the previous year reduced their absences by almost two weeks.According to teachers:89% of students increased their classroom participation93% of students participated more in extracurricular activitiesMost importantly, Care Counts impacted the trajectory of countless kids’ educations, helping them attend school more often and have a better shot at a successful future.The Marketing Results Over 12.5 MM video views 4 pt lift in ad recall 6 pt lift in ad recall among millennials 8 pt lift in message association with millennials 613 feature PR placements 382 million impressions 110 Tier-A stories 4 national broadcasts Over 53k social shares of this earned coverage
Every day in America, thousands of kids miss school because they lack one thing: clean clothes. And kids who regularly miss school are 7 times more likely to drop out.As the brand that celebrates the value of everyday care (i.e. cooking, cleaning and washing), Whirlpool created the Care Counts program to see if something as important as school attendance could be impacted by something as simple as laundry.
Media Strategy:
Even though the Care Counts program has a strong emotional pull through the stories of the lives it impacted, the data gathered through the first year of the program was the centerpiece of all of our creative materials.In our documentary film, a rich data story helped us demonstrate the consequences of kids not having access to clean clothes – how it’s been statistically proven to lead to truancy, which leads to dropping out and a spiral of other troubles. Having the numbers to back up the success of the program helped round out the story within the film and give the program the credibility it needed to be taken seriously as a viable attendance-improving method.On the Care Counts website, we created interactive charts and graphs that brought to life data relating to attendance, academic performance and the number of washes it takes to keep a kid in school for a full year.And our PR materials leveraged all of our gathered data to give news outlets the confidence of proof to share our story with their nationwide audiences.
In order to prove that there was a clear connection between having access to clean clothes and an improvement in attendance rates, we created data collection devices for each washer. These devices attributed each wash to a specific student, and sent that info to our database where we were tracking each student’s washes and attendance.By year’s end, the data could tell us whether students who took advantage of the washers experienced a greater improvement in attendance versus the previous year. Through further surveying of teachers, we gathered more data to learn the qualitative impact that having clean clothes had on students – from improved class participation, more social interaction and better academic performance.It can be difficult to prove the value of something like laundry, but with the right data we were able to quantifiably demonstrate that it can impact lives in surprisingly profound ways.
Campaign Description:
We installed washers and dryers into schools across America to give at-risk students access to clean clothes. As part of the program, we created data collection devices for each laundry pair. The devices let us track washer usage for each individual student, and relate that to their attendance data, so we could see how clean clothes were directly impacting each student’s attendance.To help tell our story, we filmed a documentary featuring teachers, students and administrators before and after a full year with the program. The film revealed how Care Counts impacted not only attendance, but the academic and social well-being of students as well.
The Care Counts program came into existence because of a piece of data: 1 in 5 students struggles with access to clean clothes, and this leads to thousands of kids missing school every day. From there, the program became a quest to prove, through data, that access to clean clothes could have a measurable impact on school attendance rates. The program hinged on data collection and interpreting to prove or disprove our hypothesis. That makes it relevant for Creative Data Lions.