For over 100 years, KitchenAid appliances have embodied the perfect balance between professional performance, craftsmanship and iconic design. Created in 1919, the brand achieved recognition mainly thanks to its 1930 model "K" and its trademarked silhouette. The brand's stand mixers have changed little in design since, making KitchenAid appliances immediately recognisable, bringing to mind its tagline: "For the way it's made".
100 years of memories: the campaign of the century
Celebrating an iconic brand's centenary is a rare thing, so KitchenAid wanted to capitalise on this special occasion to raise awareness and boost sales. Thanks to inspiring storytelling, contests and promotions, our campaign managed to boost awareness by 928%, which resulted in a 58% rise in transactions compared to the previous year, amounting to an extra 2.9M€ in revenues.
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Turning everyday cooks into lifelong fans
In 2018, Emakina was asked to create a year-long 360° communication plan for KitchenAid, with the goal of increasing year-on-year growth by 3% in D2C. Four years later, we’re continuing to smash annual goals, evolve the brand in EMEA regions and set creative global benchmarks.
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Where cooks come to ❤️🔥
KitchenAid lovers are a passionate lot who love to browse online for tips, tricks and inspiration ✨ But how do we make the brand’s own social channels the go-to hangouts of these KitchenAid-obsessed fans?
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Massive boost in online sales
The pandemic gave KitchenAid the ideal opportunity to overhaul its search engine advertising tactics with creative, targeted advertising that celebrates the everyday cook. Powered by automation tactics, Emakina succeeded to drastically increase direct-to-consumer revenue.
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Make to Stand Out with local flavour
KitchenAid’s global team in the US created a brand-new campaign called Make to Stand Out that celebrates how everyday cooks can make standout meals and moments to cherish. To roll this out in EMEA, Emakina came up with a personalised strategy and media plan for each territory, and a new ecosystem of assets that appeals to each individual country.
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Growing a culture of experimentation
KitchenAid’s e-commerce site is a huge sales hotspot for the 100+ year-old brand, attracting thousands of visitors through major investments in traffic acquisition. The EMEA client needed an expert growth consultancy to help it take the right business decisions to increase direct-to-consumer (D2C) e-commerce revenues. We built a complete Conversion Rate Optimisation (CRO) structure from scratch and achieved standout results in less than one year.
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Immersive shoppable landing page experience
KitchenAid’s iconic stand mixers have been covetable kitchen statement pieces for over 100 years. In 2022, KitchenAid unveiled Blossom, the latest creation in its high-end Design Series: a luxurious thyme green satin finish stand mixer with a unique hammered copper bowl. We helped KitchenAid create a rich, shoppable experience that draws the visitor in and creates the desire to hit that ‘shop’ button.
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MACH: the recipe for success
Like its iconic mixer, the KitchenAid website has to run like a well-oiled machine, made for makers. Smooth, powerful, easy to use – and with instantly recognisable good looks. KitchenAid wanted to future-proof and rethink their website for a smoother customer journey – from browse to checkout – with more personalisation, flexibility and scalability built in. For all of these requirements, MACH was the most suitable solution.
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