Digital Advertising

MKT 335 Client Packet for Milestones One to Three and Final Project

Client Name: KitchenAid

Part 1: Client Overview

Your client for the final project is KitchenAid, a United States–based appliance brand known for
leveraging best-in-class technology to create state-of-the-art products that solve novice chefs’ toughest
kitchen challenges.

A key component of KitchenAid’s rollout strategy is their countertop appliance offerings, including
tabletop ovens that eliminate the need for a big oven, blenders, juicers, and food processors that peel,
dice, and chop. KitchenAid’s goal is to make the time consumers spend in the kitchen efficient, fun, and
“simply brilliant.”

A core component of the business and KitchenAid’s foremost marketing priority is its product launches.
Once every four to six weeks, KitchenAid introduces a new product to the market. The products are each
introduced with the same amount of attention, care, and of course, a big digital advertising spend.

As part of your work for this client, your job will be to research the category, better understand the
brand’s consumer, and propose a digital campaign strategy that helps ensure the client’s next launch is
one of its most impactful.

Before continuing, take some time to research KitchenAid and their current campaign strategy, paying
special attention to their website user experience and their social media channels. You may even want
to sign up for their emails. Once you have a solid understanding of the current online presence, move on
to Part 2.

Part 2: Campaign Information

Previous Campaign/Current Campaign Structure
Typically, the KitchenAid brand spends their advertising dollars on holistic campaigns that sell the brand
as a whole, as much as they do the product. This year, however, they want to change that structure,
creating campaigns that cater to specific products.

Their main reason for changing their tried and true advertising strategy is that they would like to be able
to leverage the unique targeting capabilities of digital to target users with products specific to their

Target Persona
The brand has three distinct target personas they leverage to sell products and innovate in the kitchen

Health Nuts: Health lovers of all ages and stages who know that cooking at home is the best way
to control their food choices. They leverage social media to find new recipes and ideas and
show-off their healthy lifestyles. KitchenAid’s countertop products keep them cooking without
creating additional messes and steps that require long amounts of cleanup.

Terrell McGhee

The Tasty Chef: Usually females between the ages of 25 and 45, the tasty chef is frequently
inspired by the elaborate creations they see online. They view these videos as entertainment
but do not mind trying them out from time to time. They love KitchenAid’s countertop products
because they are versatile and give them the option of feeling like a professional chef inside the
ease of multi-purpose products.

Kitchen Pros: Women (and sometimes men) ages 30–55+, who know their way around the
kitchen. They are known for their ability to entertain family and friends, as well as keep their
families fed in an inspired way on a daily basis. They appreciate all of KitchenAid’s products, but
the countertop products give them flexibility and convenience without having to sacrifice their

Data Summary

These are a few key findings from past campaigns. Please leverage these to create your strategy for
moving forward with the brand.

 While KitchenAid products are used by a variety of people and age ranges around the world, the
current social audience skews older than the brand’s desired target: 40% are above age 55. (This
is something the client would like to change with campaigns that appeal to a younger audience
moving forward.)

o Of all the social channels, millennials favor Pinterest and Instagram the most. Millennials
make up 60% or more of the audience on those channels.

 There has been a 9% increase in smoothie consumption in the last year. Research and data
shows blenders are being used more and more in the evening to create smoothies. This
indicates that millennials continue to value small snacks over big meals when they are cooking
for themselves.

 Research shows that millennials like smart and connected products, but they also value kitchen
products that are versatile and can help them accomplish more than one thing.

Current Campaign Goals

As you develop the campaign proposal, keep these current campaign goals in mind:

 Increase awareness of KitchenAid products amongst millennials

 Leverage KitchenAid’s versatile line of countertop products to appeal to the desired target

 See a 10% increase in sales on KitchenAid’s core countertop products

The Campaign Toolkit provides resources and templates to help you develop the campaign proposal for
this client. The toolkit includes these documents:

 Channel Snapshot: A high-level overview of selected digital channels. This snapshot will be
particularly helpful in completing the campaign overview in Module Two. As you continue
through the course, you will build on this baseline knowledge.

 KPI Snapshot: An overview of key KPIs based on campaign goals. You will gain a deeper
understanding of KPIs as you explore different channels in more depth.

 Media Plan Template: A spreadsheet to use when creating your media plan. This resource also
includes a sample media plan.

 Sample Content Plan and Messaging Guidelines: A template to use when creating your content

 Sample Touchpoint Map: A touchpoint map showing the channels used in the client’s previous
campaign. This can also be used as the starting point for a new touchpoint map for the proposed

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