100 years of making memories
For over a century, KitchenAid has supported makers in their culinary adventures. Its appliances embody the perfect balance between performance, craftsmanship and iconic design. When approaching its 100th anniversary, KitchenAid called on Emakina to leverage the celebration as way to get closer to customers.
KitchenAid wanted to seize the opportunity presented by its centenary to raise awareness. Emakina had 3 months to plan all the phases of the EMEA region of the campaign to capture the imaginations of users and maximise the impact of the momentous year.
We developed a campaign in 3 phases: awareness (inspiring storytelling), engagement (contest) and conversion (25% off the anniversary range) to sell stock and generate traffic.
The planning involved the study of the target audiences to draw out insights into their needs and motivations. We developed the creative concept around the slogan of ‘Keep making memories’ to celebrate the cherished memories that are made in the family kitchen.
The campaign was highly emotive, with imagery of families enjoying the process of making food together. The copywriting was warm and personal throughout, relating to the senses and the way that the smell, taste and look of certain dishes stays with us through life.
Emakina teams produced all the assets across the website landing pages, product pages, videos, point of sale material and social content. We managed the media strategy for every channel across 6 markets (UK, FR, DE, IT, SE, BE) and one exclusive birthday event.
By appealing to users on an emotional level and inviting them to share their own stories on social media, we were able to deepen connections with the brand and generate interest.
The results compared to objectives:
Impact compared to the previous year: