Home appliance maker Whirlpool recently bought recipe site Yummly, currently valued at $100 million. The acquisition offers Whirlpool an opportunity to promote its kitchen products to millennials, especially as Yummly expands its Amazon-linked cookware sales program. The deal also illustrates Whirlpool’s digital intelligence.

Whirlpool excels in digital areas its competitors frequently overlook. While the brand only ranks Average in L2’s first Digital IQ Index: Consumer Electronics, it has focused on Facebook native video more than others in the industry. As a result, Whirlpool’s Facebook video engagement dramatically outperforms not only that of other appliance makers, but all Consumer Electronics companies.

Consumer Electronics brands on Facebook

User-generated content is another area of social where Whirlpool stands apart from its rivals. The brand solicits pictures and videos from consumers demonstrating Whirlpool’s role in their lives and incorporates that content into its campaigns. After one such campaign, the brand saw a 10-point uptick in purchase intent, according to L2’s study. The appliance maker’s investment in Yummly suggests it is making a play for continued relevance in consumers’ digital lives.

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