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Case Study

The

Overview

Maytag Month is the company’s annual promotion to provide consumers with great deals on dependable home appliances. In addition to generous rebates on select models, Maytag works with ownerIQ to facilitate co-op promotional campaigns for their dealers that deliver highly-targeted offers to help dealers bring customers into their showrooms.

ownerIQ

Solution

To drive sell-through of Maytag products at retailers during the month of May. Maytag has worked with ownerIQ to support May is Maytag Month to increase the number of dealers taking advantage of the valuable data Whirlpool brands are able to provide for these types of digital advertising programs. Maytag uses the ownerIQ platform to facilitate co-op promotional campaigns for their dealers that deliver highly-targeted offers to help bring customers into dealer showrooms.

Business

Goals

Increase brand exposure during signature ‘Maytag Month’

Drive awareness and sell-through during ‘Maytag Month’ online and at Maytag certified dealers

Maytag

Outcomes

10.26% increase in online orders

11.34% increase in revenue

As high as double ROAS

Doubled site traffic from April to May 2017

ownerIQ enables Maytag and all Whirlpool brands to securely and transparently grant our retailers access to our own audience data to run co-branded ads. ownerIQ’s platform helps us maximize our valuable data asset of in-market appliance shoppers, empowering retailers to use our data and drive more shoppers to their showrooms to buy Whirlpool products.

ALEXANDRA SCHMITT

ASSOCIATE BRAND MANAGER, SHOPPER MARKETING AT WHIRLPOOL

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