Appliances Head Towards Digital Ads
July 15, 2013
KitchenAid has increased its budget for digital marketing ads this year and has released three online video ads on Hulu and BrightRoll. The KitchenAid campaign called “So Much More” was made to show people that so much can be done in a kitchen that these appliances help you to achieve more than ever.
Cynthia Soledad, senior director of KitchenAid’s brand and marketing division, said, “This campaign really hits on a food perspective that consumers always challenge themselves to do more. And we want to be a part of that. We are celebrating their challenges and providing them with additional content that they can use for inspiration.”
Along with these video ads, KitchenAid is also is getting involved with the many social media networks to further enhance the digital marketing. By placing recipes, kitchen techniques and delicious dishes on Twitter, Facebook, Instagram and Pinterest, people are more intrigued to participate with KitchenAid as a brand. It also allows the brand to place their own products in areas such as the “Things You Need” sections when you prepare for recipes or use certain kitchen techniques.
These ads will run from August 15 until the end of the year. By incorporating the many aspects of digital marketing in the media including the ads themselves and social media, KitchenAid is able to spread their usage to their audience and be seen as more than a brand for just stand mixers, which is what they are most known for. This technique will help them to expand as an appliance brand and allow people to see how amazing their other products are as well as their stand mixers. By changing the logo to make it, KitchenAid is slowly leaning towards a more broad brand of kitchen appliances and these videos are continuing down that path for the brand.