7-1 Final Project - Campagin Proposal

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7-1 Final Project: Campaign Proposal Professor Farrar Cason Gochee October 15, 2023

KitchenAid is one of the most known names in the realm of home kitchen products. They have had success in creating tools to help every individual in the kitchen: from busy moms to professional chefs. They have been successful at marketing their brand online. They have a lot of content on Facebook and Instagram. However, their marketing thus far has focused more on the brand as a whole instead of on specific products. It is also worth noting that the main market for KitchenAid at this time are those who are 55 and over. Therefore, it will benefit the company greatly to diversify and rethink some of their digital marketing strategies. The goals of this digital marketing campaign for KitchenAid are to increase sales amongst a younger market, showcase the unique products the company has to offer, and to increase sales by at least 10%. In order to accomplish this, the marketing campaign strategy will be to utilize social media apps such as Pinterest, Instagram, and TikTok. These platforms are a great way to show off all of the features of the KitchenAid products. These apps are also used majorly by Millennials and Gen Z. Therefore, these groups will have more exposure to KitchenAid products through these channels. One of the ways that we will work to increase engagement with the younger audience will be to utilize the support of young fitness influencers. They would be able to create videos and content that highlight what the KitchenAid products can do. It would also be beneficial to partner with social media chefs to expand the audience that will see the products. In addition to influencers, the campaign will also strive to create posts to highlight each different KitchenAid product. A new post will be added each week. On Instagram, these will also be saved in a “Highlights” tab at the top of the company’s page so that it will be easily accessible to those who want to browse KitchenAid’s products.

The key takeaways from previous campaigns will inform us that our campaign is moving forward. The data has shown that, currently, KitchenAid’s audience is those who are older. While it is vital to retain current buyers, it is also important to expand the market to those of the younger generation. It is also important to note that the younger market has a tendency to prefer having several snacks throughout the day instead of making three large meals. This will inform you of the structure of the content created and posted for this digital marketing campaign. Additionally, research has shown that the younger generation prefers versatile products. Therefore, this campaign will also seek to highlight the attachments for the main KitchenAid countertop product. These attachments include the veggie spiralizer and the pasta maker. The data suggests that Instagram and Pinterest are the main channels used by the audience that is being targeted for this campaign. Therefore, the campaign will seek to utilize these platforms in a efficient way. This campaign will also seek to utilize TikTok as a platform in order to partner with content creators to showcase different products. Previous marketing campaigns have successfully helped the KitchenAid brand become known. They have shown off KitchenAid’s reliability and functionality. They are known to make products that last and that work better than other kitchen brands. They have been able to drive sales with these previous campaigns towards that older demographic. This new campaign, however, will be able to show KitchenAid’s versatility. It will be able to individualize the products for those who see digital marketing. Since the campaign is set up this way, it will also allow KitchenAid to showcase how multifaceted their products are. This will be especially helpful for targeting a younger audience due to the fact that millennials and Gen Z are usually on the go. They are working hard. They like to travel. They want to be able to see how they, personally, will benefit from the products that KitchenAid has to offer.

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The first channel that has been identified for this campaign is Pinterest. Pinterest is a great social media app for marketing this campaign for several reasons. One of them is the fact that its largest user base is women between the ages of 25-34. It has also been noted that Pinterest has 23 million Gen Z users right now. It has also been noted that Pinterest Ads have 32% higher ROAS scores than other social media sites. This is especially true when it comes to pins about food and health. Additionally, research shows that shoppers on Pinterest are likely to spend approximately twice as much than shoppers on other sites. This makes it the ideal platform for bigger ticket items, such as mixers and blenders (West, 2023). The second channel noted in this campaign is Instagram. Instagram users are also younger. Most Instagram users are either Millennials or Gen Z. It has also been stated that Instagram is the number 1 site for users to connect with brands. The reels and stories feature on the app also offer unique opportunities for marketing (Newberry, 2023). The final channel that was discussed for this campaign is TikTok. TikTok is the most popular social media app in the United States right now (Geyser, 2023). TikTok also has many professional content creators and influencers on it. These influencers and creators will be able to sponsor and feature KitchenAid products. SWOT Analysis Strengths  KitchenAid is an established brand.  They have multiple products.  Products are easy to use, but still advanced. Weaknesses  There could be a restricted target audience.  May only be known for signature mixer.  There are currently limited sponsorships/collaborations in place.

Opportunities  Increase social media presence.  Showcase items individually.  Emphasize versatility in products Threats  Other brands that sell similar products for a lower price  People may go out to purchase food products instead of making them at home In order to evaluate how the campaign is going, there are several KPI’s that will need to be tracked. One of these will be the number of times a KitchenAid pin is saved to a board on Pinterest. Another KPI to track will be how many times a post is liked and/or saved on Instagram. This data will relate to the goal of engaging audiences more. It will also give a good idea of how well the content is doing at piquing the interest of a younger audience. The final KPI will be related to video views on TikTok. This will help to evaluate how well the content is doing at creating KitchenAid brand awareness on the platform. It will also be helpful in determining how well the products are doing at engaging the target audience in positive ways. KitchenAid has invited me to assist as an Account Executive in devising a digital strategy and implementing enhancements based on past campaigns. The campaign focuses on achieving three key objectives: elevating brand recognition of KitchenAid products within millennial demographics, showcasing the adaptability of KitchenAid’s countertop product range to resonate with their target audience, and striving for a 10% boost in sales for KitchenAid’s fundamental countertop offerings. KitchenAid has achieved notable success in prior campaigns that were tailored to specific demographics. However, they have now opted to redirect their attention towards an emerging

market: millennials. According to Digital Media Ninja’s 2021 report, a significant 79% of millennials engage with social media multiple times daily, with their preferred platforms encompassing Facebook, YouTube, Instagram, and many others. In this digital marketing strategy, the primary emphasis for boosting awareness of KitchenAid products among millennials will be placed on YouTube, Facebook, and Instagram/ Facebook, with its staggering user base of over 1.79 billion individuals, provides a dynamic platform for users to share their daily experiences with family and friends, seek recommendations, and engage with peers through Facebook Messenger. It presents an excellent opportunity to raise awareness using video content, where our key performance indicator (KPI) will be video views, as well as advocacy, where we will measure share KPI’s, and engagement, with KPIs focusing on Cost Per Engagement. On Facebook, KitchenAid will capture the attention of users who frequent the platform during their leisure time. This will enable KitchenAid to share images, videos, and text content accompanied by links directing users to their website, ultimately enhancing the conversion rates of Facebook users into KitchenAid customers. Instagram, which is a prominent social media platform mainly used by millennials, offers an array of creative avenues for promoting products and services. With an extensive user base that exceeds 500 million active members, our core objective is to harness the power of images and short videos on Instagram to serve as a premium showcase for our target audience. The key performance indicators (KPIs) at our disposal for measurement include video views, CPC (Cost Per Click), CPL (Cost Per Lead), and CPE (Cost Per Engagement). KitchenAid will leverage this platform to share captivating images and videos that will persuade and encourage millennials to

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actively engage with our posts. Additionally, we will also provide direct links to various channels on our website, which enables users to seamlessly review and purchase our products. YouTube stands as a highly effective platform for customer engagement, and KitchenAid is well-positioned to capitalize on it. Through YouTube, KitchenAid can strengthen product awareness, foster content sharing, and offer valuable tutorials, recipes, and product-related instructions. Additionally, Millennials are constantly using YouTube for product reviews, instructional guides, and knowledge enrichment in areas of their interest. To entertain this demographic, KitchenAid must deliver concise yet mesmerizing videos that showcase their products as stylish, efficient, and problem-solving solutions. This approach aims to provoke customer interest, which should encourage them to click on the provided links and make purchases. The key performance indicators (KPIs) measured via YouTube will incorporate video views and Cost Per Engagement. Each advertisement will run for one week for a total of twelve weeks as seen below:

To address KitchenAid’s additional objectives, we will utilize the capabilities of Google AdWords. To showcase KitchenAid’s versatile range of countertop products, Google AdWords will employ a specific paid keyword on Google’s search engine, targeting millennials, health enthusiasts, and culinary enthusiasts. Google stands as the world’s most widely used search engine, and several consumers conduct their online shopping through it as well. For example, when a user searches for the keyword “blender” on Google, our goal is to position KitchenAid at the top of the search results to enhance the likelihood of customers clicking on our link. Furthermore, to achieve a boost in sales, all our channels will contribute, but a particularly impactful avenue will be displaying ads. These ads are, without a doubt, going to be featured on numerous websites, YouTube videos, blogs, and social media platforms. They typically comprise small to medium-sized advertisements that can implement cookies from users’

search engage to display relevant KitchenAid ads aligned with the topics they are currently searching for. For example, if a health-conscious person is exploring “healthy recipes to make in a blender” on YouTube, KitchenAid’s ad could appear alongside the video, which will simplify the customer’s researched process and promote KitchenAid’s core countertop products. The KitchenAid brand, which falls under the ownership of the Whirlpool Corporation, is a prominent American household appliance manufacturer. Since its inception in 1919, KitchenAid has been consistently producing stand mixers, a product that remains in production to this day. According to the Senior Brand Manager at KitchenAid, their mission is to empower individuals with a passion for cooking, encouraging them to learn, experiment, and create in the kitchen (Whirlpool, 2018). In pursuit of these objectives, KitchenAid has launched the “Easy Blend Mixers” campaign, characterized by its distinct goals. The primary objective of this campaign is to enhance brand recognition, especially among the millennial demographic. By showcasing the versatility of KitchenAid’s mixers and blender appliances to this target audience, the company aims to achieve a 10% increase in sales for this line of products. While millennials are a key market segment, KitchenAid’s appeal transcends generational boundaries, catering to individuals who have a genuine passion for cooking and enjoy sharing their culinary creations with one another. Our initial platform of choice for KitchenAid will be Instagram, primarily due to its popularity among the 18-34 age group. Instagram stands out as the most widely used platform within this demographic, with a staggering 80 million photos uploaded daily (Design, n.d.). An impressive 42% of individuals in this age bracket engage with the app on a daily basis. It’s crucial to recognize that, particularly among millennials, peer opinions carry more weight in influencing consumer purchase decisions than traditional marketing methods (Design, n.d.).

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Instagram offers KitchenAid numerous avenues to connect with its target audience effectively. One strategy is to provide a behind-the-scenes glimpse into the creation of recipes and other specialized content via Instagram Stories. This approach enables a more intimate relationship with audience members and subtly promotes the brand without their immediate awareness. Given millennials’ penchant for high-quality images and videos, which are an ongoing trend (Benson, 2018), Instagram provides an ideal platform for sharing visually appealing and shareable content that can amplify brand visibility. Additionally, Instagram allows us to design advertisements using images and videos featuring KitchenAid’s diverse range of appliances. Incorporating posts featuring recipes can serve as a magnet for at-home chefs. The platform’s interactive features, such as unique filters and hashtag stickers, can enhance the impact of live videos, prolonging audience interaction. Also, Instagram can be employed for product teasers, contest and interactive live Q&A sessions, all of which contribute to heightened brand engagement (Benson, 2018). To build trust among millennials, it is imperative that the campaign emphasizes user-generated content, as faceless corporate entities can be off-putting to this demographic. Engaging followers through content marketing carries several advantages. Notably, it reduces the need for generating content entirely at home or in-house. More significantly, millennials tend to place 50% more trust in user- generated content compared to other forms of media (Benson, 2018). For KitchenAid’s “Easy Blend Mixers” campaign, we are planning to leverage Pinterest as both the second and final platform. Pinterest enables users to share their interest through a rich array of photos and videos. Millennials, a significant user demographic on Pinterest, are expected to spend a substantial $1.4 trillion annually by 2020 (Bennett, 2015). Studies show that millennials prefer Pinterest for shopping over other social platforms (Russell, 2017).

Furthermore, many millennial Pinners view Pinterest as a lifestyle guide, and a substantial portion of Pinners have made purchases based on what they have seen on the platform, with even more planning to do so. Pinterest offers business accounts, a versatile array of options, allowing them to upload video pins and photo pins, along with promoting pins, promoted carousels, and shoppable pins. Additionally, Pinterest provides robust analytics tailored to promoted content. The platform actively encourages user engagement, fostering interaction with pins, and notably, hashtags featured on pins are both clickable and searchable. For KitchenAid, harnessing the power of social media is pivotal in connecting with their intended audience, namely, millennials. Individuals aged 25-34 are already well-versed in the various social media channels and possess substantial experience using them. Beyond simply checking these platforms daily, this demographic actively engages with companies such as KitchenAid, sharing their discoveries and experiences with others. Our pursuit is to connect with an audience that is not only passionate about cooking but also enthusiastic about sharing their culinary creations. Social media serves as the primary conduit for these individuals on their gastronomic journey. The final platform selected for the KitchenAid “Easy Blend Mixers” campaign is Google AdWords. Google AdWords allows advertisers to bid on placements for displaying various messages, including product listings, services, and videos, to users across the web. These ads can be featured in search results, as well as on non-search websites, mobile applications, and videos. Notably, Google AdWords offers the advantages of delivering faster results compared to SEO. While both search engine optimization and Google AdWords are effective methods for enhancing online visibility and driving traffic, a well-optimized AdWords campaign can secure top search

placement more quickly. Beyond increasing website visitors and clicks, Google AdWords proves to be an efficient means of promoting your brand. A Google and Ipsos study conducted across various verticals, from automobiles to retail, revealed an average 6.6% boost in top-of-mind awareness for search ads (“LeadSquared”, n.d.). Email marketing, a highly effective tactic, integrates seamlessly with Gmail ads, which were integrated with Goggle AdWords in September 2015. This integration allows advertisers to engage with prospects directly through their Gmail inbox. Google Ads also offers the opportunity to re-market campaigns across display and search networks by creating lists of individuals who visited the KitchenAid website but did not complete a purchase. The management of AdWords campaign is streamlined enabling you to track click-through rates, lead generation, and conversion rate with ease. KitchenAid should prioritize transparency in its interactions with consumers to mitigate potential legal and ethical concerns. Millennials exhibit a more favorable response when engaged with and introduced to products as opposed to a direct sales approach. Societal culture evolves with the passage of time, and cotemporary individuals have a strong aversion to inundating their email inboxes with spam; instead, they seek genuine, authentic content. To effectively connect with this consumer demographic, our campaign must maintain a foundation of honesty, truthfulness, and compelling engagement. Failing to do so could lead to them avoiding KitchenAid, ultimately hindering the achievement of our goals.

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Touchpoint Map

Predictions for the future of digital marketing Emerging trends are poised to shape the future of digital advertising, encompassing domains such as social media, internet accessibility, and mobile platforms. The digital advertising industry is expected to exert substantial influence in the years to come. As technology continues to evolve within this sector, and as our global sophistication advances, we

can anticipate a host of advantages stemming from digital advertising. Technological process is simplifying the process for companies to connect with their intended audiences. In the present day, social media has achieved global recognition and has seamlessly integrated into people’s everyday lives. Virtually all businesses and organizations rely on smartphones and tablets, making social media an indispensable component of their operations. In 2019, the expenditure on social media advertising amounted to an estimated 89 billion dollars, and this figure is projected to rise to 102 billion dollars in 2020 (Zote, 2020). Looking ahead, in five years, this expenditure could potentially reach a remarkable 165 billion dollars. With the growing attention and the emergence of new platforms, advertising on social media is expected to continue to advance. In 2019, the total number of internet users worldwide stood at an impressive 4.39 billion (Vukoa, 2020). Of these, a substantial 3.48 billion were actively engaged on social media (Vukoa, 2020). This extensive user base significantly enhances the feasibility of organizations and companies advertising on the internet. They can confidently invest in online advertising, knowing that there is a high likelihood of their advertisements being seen, thanks to the internet's evolution and the concurrent advancements in internet accessibility technology. Thanks to ongoing technological advancements that have enhanced and created a myriad of mobile devices, accessing social media has become increasingly convenient. Even compact devices, such as watches, are now capable of internet connectivity. Notably, innovations like Google Glass exemplify the advent of smart glasses, featuring built-in screens akin to smartphones, enabling hands-free internet browsing (Guide, 2013). Envisioning the future, it's conceivable that in the next five years, we may witness a time when merely gazing at an object triggers advertisements to appear on the glasses' display. Picture strolling through a store, and

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each time you look at something, you're presented with commercials, instructional videos, and product reviews. The future presents a plethora of intriguing prospects for digital advertising. Over the past two decades, the world has undergone dramatic transformations, with the ease of internet access being a prime example. Even just two decades ago, at the outset of the previous century, the internet was not as readily accessible. It's entirely plausible that over the next two decades, we will witness the emergence of numerous new and advanced methods for internet access. This will provide companies and organizations with a multitude of novel avenues to advertise and connect with their targeted audiences. Short-Term Recommendations Apart from the pay-per-click and social media advertising methods already in use, contemporary digital marketing strategies now incorporate time-limited promotions such as Gifts-on-Purchase, rebates, and price reductions to enhance sales. These promotions are characterized by a specific timeframe, creating a sense of urgency. Typically, consumers respond by making quick purchases and capitalizing on the limited-time discounts, resulting in a surge in short-term traffic and sales.

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KitchenAid Cooks up Innovative YouTube Strategy | WARC . http://www.warc.com/newsandopinion/news/kitchenaid-cooks-up-innovative-youtube-strategy/ 43319. Accessed 15 Oct. 2023. Newberry, Christina. “34 Instagram Stats Marketers Need to Know in 2023.” Social Media Marketing & Management Dashboard , 24 Jan. 2023, https://blog.hootsuite.com/instagram-statistics/. Staff, Tom’s Guide, and Ryan Goodrich last updated. “Google Glass: What It Is and How It Works.” Tom’s Guide , 15 Oct. 2013, https://www.tomsguide.com/us/google-glass,news-17711.html. Stanley, Holly. “29 Pinterest Demographics for Social Media Marketers [2023].” Social Media Marketing & Management Dashboard , 31 May 2022, https://blog.hootsuite.com/pinterest- demographics-for-business/. “The Best News For People With Tiny Kitchens.” HuffPost , 1 Mar. 2016, https://www.huffpost.com/entry/kitchenaid-stand-mixer-mini_n_56d38f8ee4b0871f60ebcecb. “YouTube Millennials: Why The Generation Doesn’t Deserve the Bad Rap It Gets.” Think with Google , https://www.thinkwithgoogle.com/marketing-strategies/data-and-measurement/ millennials-youtube-consumer-insights-marketing/. Accessed 15 Oct. 2023.

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7-1 Final Project - Campagin Proposal

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