Whirlpool Misión Agua

The Objective

Inspiring Awareness through sustainability

Whirlpool set out to reinforce its long-standing commitment to sustainability through the fifth edition of its “Misión Agua” campaign — H2OY: Savings as Clear as Water. The brand sought to raise awareness about its efficient, eco-friendly appliances that help save water and energy, while strengthening brand trust and driving preference in high-ticket categories like washing machines and dishwashers.

The challenge was to prove how purpose-driven communication could also deliver tangible business results. As a brand with long purchase cycles, Whirlpool needed to go beyond awareness and show real commercial impact. TikTok emerged as the ideal partner to merge awareness, engagement, and performance, enabling Whirlpool to connect authentically with eco-conscious audiences, drive conversation through creators, and measure both brand and business impact through advanced studies.

The Solution

Empowering change through creativity and data

In collaboration with VML and Creamy (TTCX), Whirlpool designed a creative strategy to expand Mission Agua into TikTok, activating under the concept “H2OY: The savings are as clear as water.” The campaign encouraged users to join the movement and share how they contribute to water conservation, turning sustainability into a collective mission.

TikTok served as the campaign’s central hub, using TopView, Branded Mission, and Spark Ads to boost awareness and engagement while keeping the content authentic and community-driven. The #MisiónAgua Challenge invited creators and users to produce videos showcasing their commitment to responsible water use, inspiring a wave of UGC that reinforced Whirlpool’s eco-friendly message.

Targeting focused on Millennials and Gen Z audiences interested in sustainability, home innovation, and lifestyle, ensuring that messaging reached users most aligned with the brand’s purpose. With TikTok Symphony, Creative Exchange, and optimization tools, the brand ensured a balanced approach between creativity and efficiency.

To assess both brand and commercial impact, Whirlpool partnered on a Brand Lift Study (BLS) and a Marketing Mix Modeling (MMM) analysis, evaluating two years of data to understand TikTok’s contribution not just to awareness but to revenue and long-term brand equity.

The Results

Turning Awareness into measurable Impact

The Water Mission campaign proved that purpose and performance can go hand in hand. TikTok became the key channel to amplify the H2OY message, driving strong results in both branding and business.

Key Results:

• 535+ UGC videos created under the #MisiónAgua Challenge.

• 13.2% engagement rate on the Branded Mission.

• +3.6% Ad Recall Lift, according to the Brand Lift Study.

The MMM analysis confirmed TikTok’s major role in driving sales — reaching performance levels comparable to seasonal peaks, even without discounts.

• 8X average ROI, positioning TikTok among the brand’s top-performing channels.

• Sustained effect for up to six weeks, showing long-term brand and sales impact.

These results reinforced Whirlpool’s confidence in TikTok as a strategic partner — not only for awareness and engagement but also for measurable business growth, proving that purpose-led marketing can drive real performance, and earning a highlight at TikTok’s 2025 NewFronts, our end-of-year industry event.

Sources:

1. TikTok Marketing Science Mexico, BLS Study, 2025.

2. TikTok Ads Manager.

3. Bunker DB, Marketing Mix Modeling (MMM) - Whirlpool MX, 2025