Relevance with younger consumers, millennial and gen z, was cratering. They didn’t like doing chores and were starting families at lower rates than ever before.

But as future customers, Whirlpool needed to find new ways to connect with them and prove what the brand believes: that the daily acts of cooking, cleaning and washing have a quantifiable impact on our lives.

At the same time, Whirlpool had combed through tons of different studies over the decades that show the positive impact of chores. One stood out: men who do chores are seen as more attractive by their female partners. If this was true, then Whirlpool could promote family care to those who were trying to make their own family.

Armed with the insight that women view men who do chores as sexy, an experiment was constructed.

Care Profiles by Whirlpool proved this value to their target audience using the platform of online dating apps, boosting men’s profiles just by having them show and talk about doing chores.

They assembled a group of real, available bachelors, re-doing their dating app profiles to show themselves doing chores, and re-writing their prompts to talk about which chores they favored most.

The men then used the app organically for 3+ weeks. Their activity was tracked and compared to a matching time-frame before the change.

The experiment itself was massively successful. The bachelors: - Received 79% more direct messages. - Had 46% more matches. - Made 100% more connections with potential. - Nearly 60% of participants are now in long-term relationships.

This data was then shared in social-first content on various social media channels. Stories were created to showcase the results of the entire group. Content was also created for individual participants, with data reflecting their individual improvement.

The data story was additionally shared by dating experts and relationship influencers.

The story itself also struck a nerve with Whirlpool consumers, garnering 596.6 million impressions and a 426% increase in engagement on Whirlpool's social channels.

This activation generated the highest social engagement for the brand of all time.