Whirlpool was the largest corporate sponsor of Habitat for Humanity since 1999 but they were reluctant to share it publicly. We pitched an idea designed to help build customer loyalty and audience engagement while shining a light on Habitat’s mission. They agreed to the integrated campaign, which included broadcast TV, print, radio, direct mail, PR and merchandising. Reba McEntire joined us as our spokesperson, helping deliver the partnership message and greatly increasing awareness. As part of the effort, Whirlpool sponsored Reba’s concert tour for two years, providing an event platform for fundraising and signing up volunteers for Habitat’s numerous home builds. The award-winning campaign was ranked 6th in Ad Age’s Top Ten Most Influential Cause Marketing Campaigns.