Dive Brief:

• Whirlpool is taking to social media with dating-related video content to encourage consumers to clean up their dating profiles by emphasizing how well they perform household chores, according to a press release.
• The kitchen and laundry appliance marketer partnered with seven bachelors to swap out their existing dating profile photos, including pictures taken at the gym, with shots of them doing household chores. The bachelors saw on average 79% more DMs and 46% more matches compared to a three-week period prior to the experiment. 
• Research conducted by the brand shows equity around house chores was important for 94% of singles seeking a partnership. The ability to do basic household chores was a top priority among 91% of those looking for partnership.

Dive Insight:

The experiment with seven Chicago-area bachelors, called “Care Profiles,” is depicted on Whirlpool’s Instagram and TikTok pages, showing how the brand is leaning into social media to point out the importance of embracing equity in household chores when it comes to finding a partner. The brand reports four of the men are now in a relationship.

With this effort, the brand has an opportunity to build awareness with equity-minded consumers at a time when women continue to report that they do more household chores than their male partners. The effort also reflects the enduring popularity of dating TV shows as well as online content from creators related to dating.  

Whirlpool’s research found 83% of single online daters are planning to refresh their dating profiles this spring. The findings are based on survey of 18-to-44-year olds conducted by the appliance company. Among single consumers, 90% indicated that they use profile pictures to determine if someone takes care of themselves and 64% of online dating app users prefer to see a picture of a potential match cooking a meal rather than at the gym. Additional findings include that 68% are looking for a responsible partner while 79% are looking for someone who is caring.

Digital video content from the brand shows the before and after dating profiles of the bachelors, with Whirlpool products featured subtly in the background. The men explain their newfound dating success after cleaning up 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.