marks of a Modern Day maker
The client: KitchenAid
The Brief: position large KA appliances to millennials
Our insight: Just like there are marks of a maker, there are marks of being a modern maker
The Set up:
The KitchenAid brand challenged our class to fix their business problem: marketing their large appliances to an affluent, millennial target. After research and self reflection, we landed on the insight that millennials have a unique cooking experience. They mix their digital experiences with culinary ones. We built a strategy that fed two campaigns, one of which was the Marks of a Modern Day Maker. It was a continuation from their current campaign, Marks of Maker, which compared the marks of a chef to the marks of KitchenAid appliances. We also suggested a luxury repositioning of the brand to target the affluent KitchenAid target.
We began our pitch to KitchenAid by showing them a video that demonstrated the insight driving our campaign: the modern makers integrate technology and cooking.
The Team proudly holding our cold brew coffee makers after winning the case study!
Left to Right: Montana Bruns, Lizzie Mullins, Sammie Wee, Professor Pie, Me, Katie Kasubke
The perfect partner for our campaign is the new Google Home Hub. The Hub is the product of our insight: millennials mix their digital with culinary. The Google Home Hub can feature in content demonstrating our insight of tech/cooking mixing. The Google Home Hub will also be offered in a bundle when one purchases a new KitchenAid large appliance.
In addition to campaign imagery for their social channels, we also suggested that KitchenAid change their content to display more aspirational shots of their products and "KitchenAid Kitchens" in order to develop feelings of luxury around their products. In order to position the brand as luxurious and stay on track with the campaign, posts will highlight Values, Craft, and Campaign. These categories will demonstrate what KitchenAid values: the Makers and the craft of their products, what aspirational life KitchenAid products provide in beautiful kitchen shots, and the campaign messages and imagery.
In order to expand KitchenAid’s reach of luxury goods, the brand should look to align themselves with high profile bloggers. (Paloma Contreras, Colette Shelton, Brandon Matzek, Bianca Dottin). A fun and exciting way for our influencers to get involved with our campaign and participate is to give them a challenge. In this challenge, we will be asking them to use old-fashioned techniques of cooking to see what they can create in the kitchen. KitchenAid will sponsor the posts and share their own post about the influencers, the challenge, and what the influencers had to say about the challenge on their own social sites. Rules: no digital tools, Pinterest, online cookbooks/recipes, looking up measurements, oven timers, asking Siri/Alexa/Google Home anything, nor anything that will require a phone, tablet, or computer.
influencer/social media challenge:
The website of KitchenAid is very static and straightforward. Our refresh worked to not only add drama to the experience but a touch of luxury. The website would open with a gorgeous kitchen filled with KitchenAid appliances that would glow and lead to a product page when clicked.