Samsung assists individuals in enhancing their online dating profiles
Studies conducted by the company revealed that 93% of individuals consider proficiency in household tasks as a crucial factor in attracting potential romantic partners.
Whirlpool Encourages Consumers to Clean Up Dating Profiles Through Social Media
Whirlpool is using dating-related videos on social media to inspire consumers to showcase their household chore skills on their dating profiles, as stated in a press release.
The kitchen and laundry appliance marketer teamed up with seven bachelors to change their dating profile photos. Instead of gym pictures, they used photos of them doing household chores. As a result, the bachelors received 79% more DMs and 46% more matches compared to before the experiment.
According to research by the brand, 94% of singles value equity in house chores when seeking a partnership. Additionally, 91% of those looking for a partner prioritize the ability to do basic household chores.
Brand Experiment: "Care Profiles"
Whirlpool's Instagram and TikTok pages feature an experiment with seven Chicago-area bachelors known as "Care Profiles." The brand is using social media to highlight the significance of shared household responsibilities in relationships. As a result of this experiment, four of the men are now in a relationship.
By making this effort, the brand can connect with consumers who value fairness and equality, especially as women still often bear the brunt of household chores compared to men. This initiative also taps into the ongoing popularity of dating TV shows and online content centered around dating.
Whirlpool’s recent study revealed that 83% of single individuals who use online dating platforms are planning to update their dating profiles this spring. The study, conducted by the appliance company, surveyed individuals between the ages of 18 and 44. Among those who are single, 90% mentioned that they judge someone based on their profile pictures to see if they take care of themselves. Interestingly, 64% of online daters prefer seeing a potential match cooking a meal rather than working out at the gym. Other key findings show that 68% are seeking a partner who is responsible, and 79% are searching for someone who is caring.
The brand has created digital video content showcasing the transformation of single individuals' dating profiles, with subtle appearances of Whirlpool products in the background. In these videos, the participants share their experiences of achieving success in dating after updating their profile pictures.
The Whirlpool Corporation expects a soft year for appliance sales in 2024, with high housing costs and shortages likely to hurt demand.
Editor's P/S:
Whirlpool's innovative campaign effectively highlights the growing importance of shared household responsibilities in modern relationships. By encouraging consumers to showcase their chore skills on dating profiles, the brand taps into a timely trend and resonates with singles who prioritize fairness and equality. The impressive results of the "Care Profiles" experiment further underline the value of this approach, demonstrating that showcasing domestic abilities can lead to increased matches and relationships.
The campaign also aligns well with Whirlpool's brand identity as a provider of household appliances. By subtly incorporating its products into the videos, the brand subtly reinforces its association with the concept of care and responsibility. Moreover, the initiative aligns with the company's commitment to promoting gender equality and challenging traditional gender roles in the context of household chores.
