In our overall brand campaign, the Maytag Man plays the role of actual Maytag appliances themselves – he IS a dishwasher, a refrigerator, an oven, etc. – so we extended that idea to social media.

As the face of all Maytag social channels, the Maytag Man became a credible voice offering an appliance’s perspective on the day’s big topics. Whether it was college sports, celebrity gossip or even social issues, the Maytag man used his one-of-a-kind perspective to deliver a one-of-a-kind take on any and all social discussions.

All year long, the Maytag Man released a steady flow of posts on Facebook, Twitter and Instagram, touching on all the relevant calendar hotspots, i.e.:

What New Year’s Eve means to a dishwasher.

How a washer prepares for swimsuit season.

Why the Academy Awards are a big night for an oven.

The Maytag Man also capitalized on trending social topics as they arose organically from day to day – whether it was a popular hashtag or a momentous event like the Supreme Court ruling on gay marriage.

Additionally, unique personalized responses were written and sent daily to anyone who mentioned the Maytag Man or appliance troubles in social media.

The Maytag Man also took part in popular social media events, like Movember – the annual moustache growing fundraiser supporting men’s health. The Maytag Man became the first brand character to participate in the event.

Facebook – year-over-year impressions increased 477%.

Facebook engagement rates increased by 1,220%.

Twitter – year-over-year impressions increased by 188%.

Twitter engagement rates increased by 478%.

Across the board in all social channels, Maytag social sentiment culminated in a 3,350% increase over the previous year.

Beyond numbers, our social endeavors resulted in hundreds of earned media mentions throughout the year on sites like Huffington Post, AdWeek, The Washington Post, The Chicago Tribune, Mashable, ABC News and many more.