Whirlpool GRAMMYs:
Care is Musical
Whether it’s humming over dishes or singing a lullaby, music often plays a powerful role in the care we give.
To bring this insight to life, we partnered with multi-platinum artist Hunter Hayes for Care is Musical — a campaign inviting people to dedicate and sing “You Are My Sunshine” to someone whose care changed their life.
The winning submission aired live during the GRAMMY Awards on CBS, sparking national buzz and an outpouring of emotion across social media.
We also produced a digital video series featuring Hunter Hayes and the real stories behind the music — proving that care, like music, has the power to connect us all.
A social campaign that turned care into a chorus, and a Grammy moment into something deeply personal for one lucky Whirlpool fan.
Key Takeaways
✔ Concepted and launched a social-first campaign that connected music and caregiving through emotional storytelling
✔ Partnered with multi-platinum artist Hunter Hayes to invite user-submitted musical dedications
✔ Generated earned media coverage and widespread social engagement by turning a simple song into a national gesture of gratitude