The Whirlpool brand is about the power to get it done, and Reba is a symbol which stands for accomplishment. Broadcast venues like "CMT", "Oprah" and the "Reba" show, and print vehicles such as "Parents", "Ladies’ Home Journal", "Good Housekeeping" and "Oprah" amplified this message. The magazine marketing programmes alone raised nearly $200,000 in donations through Whirlpool advertorial promotions.

When social responsibility marketing works, it’s a win for all involved. Whirlpool saw 25-70% increases in various customer preference and loyalty measures. Overall sales were up 8.1% YTD; the top performing retailer saw a 47% increase in sales. Whirlpool raised over $500,000 for Habitat for Humanity, doubling the original goal.