Kitchen Aid can help you become a culinary master. Embrace the failures, keep trying, and never give up on your culinary dreams!
With the mission of growing by year-on-year by 3% in D2C we elevated KitchenAid's digital experience to the next level. Smooth out the consumer journey to make this love brand relevant in every kitchen, not only for foodies. With over a century of heritage, we boosted the brand in EMEA regions to keep this iconic symbol relevant for makers of today and tomorrow.
MAKING has always been part of Kitchen Aid and with this concept, we wanted to be inclusive, to all the little or big chefs that live in all of us. Real cooking is not in the photos of perfect dishes on Instagram, there is a whole world of failures, attempts, and try-outs behind. MAKING is a process that implicates a learning curve and only by embracing failures you will get great results. Never give up, keep exploring, get your hands dirty: YOU WILL MAKE IT.
To bring our idea to life, we developed a compelling strategy that infused the KitchenAid brand story with new energy and excitement. A fresh new concept with a strong voice and a unified look and feel that activate people to connect with the brand. A storytelling that evolves with your progress in the kitchen, as a real companion.
The omnichannel communication involves different tracks:
- a 360° integrated campaign, from digital banners to store stands, from video displays to interactive billboards, from socials to dedicated international events,
- a smoother e-commerce experience based on data and A/B testing,
- an ad-hoc digital features based on country, language and culinary traditions and cultural behaviours,
- mini websites and landing pages dedicated to key sale moments during the year,
- product specific campaigns and digital actions to promote all the different products range in the Kitchen Aid portfolio, the yearly new colour release, new products and features with all their creative possibilities that unleash,
- an elaborate CRM system based on different phases of the consumer journey,
- constant SEO improvement to be always on top of search.
In 2018 we won KitchenAid EMEA's digital experience pitch with this delicious proposal. Since then, we've been enhancing their communication in and out of kitchens, empowering people to achieve culinary mastery. With KitchenAid, you can try, fail, and try again until you create the perfect dish. Never give up on your culinary dreams!
+27% increase in revenue from e-commerce sales alone
+25% of growth in the Kitchen Aid community
+70% of engagement per month on social media channels
