Check out all Crazy Cleaning Confessions at youtube.com/Kenmore.
Do you go to extremes when you do dishes or laundry? That’s what the “Crazy Cleaning Confessions” contest asks at youtube.com/Kenmore. The contest kicks off the launch of Kenmore’s brand channel on YouTube. Contest host Amy Clark of MomAdvice.com, a well-known mom blog, also stars on a companion site, Kenmore.com/CleanandGreen, which illustrates how Clark cleaned up and greened up her laundry and dishwashing habits with Kenmore appliances.
Kenmore is an innovative industry leader, so the approach to building brand awareness and relevance was through innovations in social marketing. “The launch of Kenmore on YouTube is about starting conversations with target consumers,” said Kashif Zaman, vice president of interactive marketing. “We’ll build brand consideration by reaching moms who may not be thinking about laundry products, but who relate to the challenge of clean laundry and dishes,” he noted.
Commenting on and sharing the YouTube contest videos raises awareness of the brand, as will the donations Kenmore makes to conservation efforts for every video and vote submitted.