DANCING WASHERS
DANCING WASHERS
Whirlpool turned a familiar social behaviour — washing machines that “dance” when something isn’t quite right — into a playful e-commerce experience. Dancing Washers invited people to upload their washer’s moves, transforming its vibrations into music, content and personalised discounts.
By turning a maintenance problem into entertainment and commerce, the campaign drove a 47% increase in e-commerce, 40M impressions and a 40% interaction rate — earning a Bronze Lion at Cannes Lions.
From TikTok, I partnered with the creative agency to shape the campaign’s platform strategy, providing creative direction and guidance on how to translate the idea into a TikTok-native approach. My role focused on connecting the campaign with platform behaviours and helping strengthen its creative and strategic expression on TikTok.