As COVID-19 lockdowns lifted across the world, KitchenAid faced the challenge of what to do with their organic social media content strategy. Riding off the coattails of a successful lockdown social campaign that was agile, they needed a cost-effective content strategy that connected and resonated with "makers," while having a measurable impact on moving consumers down the decision journey pathway. The solution? Brand storytelling that created a deep, emotional connection to food. We needed to empower KitchenAid makers to see food romantically and highlight what it means to be a maker.
Role: Strategy (lead) + Creative (support)
Project Type: Brand Storytelling, Longform Storytelling
Medium: Organic Social, OTT, Hulu, Blog
PROBLEM
KitchenAid built a highly engaged audience during COVID-19 with a lockdown-specific campaign “Make It Together.” As cities lifted lockdown mandates, KitchenAid needed a way to connect with and keep their audiences engaged as the world changed.
SOLUTION
One of the top things people missed during Covid-19 was the opportunity to travel and meet new people. Plus, with more time at home, they were evolving their spaces. KitchenAid Maker Portraits connected KitchenAid audiences with real people with unique stories about creating across the globe.
IMPACT
Digital campaign inclusive of social media content, long-form video storytelling, blog articles, partnerships, and DtC efforts that increased website traffic by over 25% and video completion rates increased by 100%. The work garnered media coverage from The New York Times, Forbes, Adweek, AdAge, and more. The campaign and strategy earned awards including three Webby's , a Shorty award, a The One Club ADC Bronze Cube, a silver and bronze 4A's Jay Chiat Awards, a gold Effie, a gold DotCOMM, and praise from Cannes Lions.
STRATEGY
FINAL VIDEO ASSETS
UNMATCHED
"Christian's creative vision for this project is unmatched. He took a challenge we were facing as a brand and created a holistic, multi-channel campaign that builds off of our successful campaigns while engaging our target audience in a new, interesting way. KitchenAid's success with digital storytelling is all due to the strategic guidance Christian developed for us as a global brand."
- Megan Pirri, Senior Brand Leader for KitchenAid Masterbrand