Whirlpool is launching the “Chore Club,” a social media-focused initiative that seeks to make chores fun for children stuck at home.
This campaign was developed with agency partner Digitas as a way to help caregivers now tasked with helping their kids learn from home and building upon research that shows that having children do chores is beneficial.
The Club is designed to provide instructional posts published on Instagram, Pinterest and Whirlpool.com on strategies to make everyday activities educational. Recent posts have included “1-2-3 Cookies” to reinforce math and counting skills; “Cookie Cutter Sandwiches” to spotlight creativity and independence; and “Easy Folding for Kids” to teach children about “spatial cues and self-reliance.”
Parents are also encouraged to tag their own suggestions with the #ChoreClub hashtag. To further raise awareness, Whirlpool is partnering with mom bloggers such as Gladys Jimenez, Chelsee Hood and Malia Vago, to produce content about their children learning while doing different chores, such as practicing color ID while doing laundry and learning Spanish while cleaning.
The company also collaborated with “The Bachelor” alum Sean Lowe to produce content about teaching his 3-year-old son to do laundry while the child practiced counting. The video received over 486,000 views in two days.
Since the campaign’s launch on 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.
“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," says Michael Frease, executive creative director, Digitas.
This campaign serves as a supplement to Whirlpool’s existing campaign “Every Day, Care” and does not replace any previously planned effort. Over the coming weeks, Whirlpool will continue to develop resources aimed at parents.