SITUATION:

• KitchenAid is a well-known brand for older consumers, however it lacks “brand cool” amongst millennials

• It’s challenging to target this increasingly fragmented audience cost-effectively

BRIEF:

• Launch the new Artisan Mini Mixer (Mini), communicating that it is 25% lighter and 20% smaller than the original Stand Mixer, but just as capable with a range of versatile attachments for sweet and savoury creations

• Don’t respond with a “review program”. Instead, excite and inspire millennials to become ‘everyday chefs’ and share their ‘Mini Moments’

OBJECTIVES:

• Take KitchenAid out of their comfort zone. Make a statement with a brave idea generating sharable content and earned media exposure

• Capitalise on KitchenAid’s credibility and premium status, however ensure the brand is perceived as relevant

• Bring a wow-factor to this typically low-interest category, bringing to life the message of ‘Mini’ and inspiring our audience to share their ‘Mini Moment’

Touchpoints for maximum reach over two-months:

• APARTMENT: using Sydney’s smallest apartment created an additional hook. Architect owner Brad Swartz became a spokesperson for real-estate press

• JONAH PARTNERSHIP: an aspirational yet down-to-earth ‘everyday chef’ whose tone and #lit language resonated with our #dank millennials

• RECIPES: entire menu (including cocktails) was created with the Mini’s attachments, demonstrating equipment’s versatility. Local ingredient inclusion like kangaroo reflected artisan nature of cooking

• INFLUENCERS: fifteen influencers (not paid) trialled the product and shared ‘Mini Moments’

• CONTENT: ‘how to’ recipe videos used for earned media pitching and owned channels, provided a deeper brand engagement. Plus, ‘Tips for Entertaining in Small Spaces’ was used in real estate media, extending brand reach

• EVENTS: selling tickets provided a media call-to-action and seats sold-out in ten minutes (waitlist maxed out at 500)

• NEW ZEALAND: Sydney insights and approved assets allowed for seamless Auckland activation