Kitchenaid: Kitchenaids Pith By Mini

Credits & Description:

Client: Kitchenaid
Agency: Adhesive Pr Sydney, Australia
Entrant: Adhesive Pr Sydney, Australia
Idea Creation: Adhesive Pr Sydney, Australia
Pr: Adhesive Pr Sydney, Australia
Director (Anz): Myfanwy Mcgregor (Adhesive Pr)
Account Manager (Nz): Hannah Ross (Adhesive Pr)
Director (Nz): Lwindi Ellis (Adhesive Pr)
Creative Lead (Anz): Alex Masson (Adhesive Pr)
Account Director (Aus): Emma Russell (Adhesive Pr)
Senior Account Manager (Aus): Sally Douglas (Adhesive Pr)
Describe the campaign/entry:
INSPIRATION:
We identified a relatable, growing trend - millennials are struggling with property prices, so they’re increasingly relying on smaller (or ‘mini’) inner-city properties. Despite the cramped kitchens, entertaining is still a priority.
IDEA:
KitchenAid launched a pop-up restaurant with a twist!
Sydney and Auckland’s smallest apartments were converted into restaurants - 27sqm the size of 2 car spaces side-by-side!
Pop-culture phenomenon and ‘everyday chef’, Jonah Reider curated the experience. Jonah amassed global fame in 2016 when he converted his Columbia University dorm room into a trendy NYC restaurant, quickly securing a waitlist of over 4,000 people.
His restaurant ‘Pith’, collaborated with KitchenAid to create “Pith By Mini”.
With a bespoke five-course menu and only 6 guests per sitting, a table reservation was hotly contested and the restaurant became our idea's central asset:
• Media launch
• Blogger engagement
• Product demonstrations
• Consumer activations
• Content creation
Execution:
Touchpoints for maximum reach over two-months:
• APARTMENT: using Sydney’s smallest apartment created an additional hook. Architect owner Brad Swartz became a spokesperson for real-estate press
• JONAH PARTNERSHIP: an aspirational yet down-to-earth ‘everyday chef’ whose tone and #lit language resonated with our #dank millennials
• RECIPES: entire menu (including cocktails) was created with the Mini’s attachments, demonstrating equipment’s versatility. Local ingredient inclusion like kangaroo reflected artisan nature of cooking
• INFLUENCERS: fifteen influencers (not paid) trialled the product and shared ‘Mini Moments’
• CONTENT: ‘how to’ recipe videos used for earned media pitching and owned channels, provided a deeper brand engagement. Plus, ‘Tips for Entertaining in Small Spaces’ was used in real estate media, extending brand reach
• EVENTS: selling tickets provided a media call-to-action and seats sold-out in ten minutes (waitlist maxed out at 500)
• NEW ZEALAND: Sydney insights and approved assets allowed for seamless Auckland activation
MEDIA OUTPUT
1) REACH: 29+ MILLION AUSTRALIANS
o 4 major broadcast: The Project (national TV), national youth radio Triple J (1.89 million listeners) and Kiwi broadcast titles - Stuff.co.nz & TVNZ
o Secured media verticals outside ‘news’ and ‘food’, such as Real Estate sections.
o Secured a front-page piece on News.com.au reaching over 6 million Aussies with video - ‘How to Entertain in A Small Space’
o National news sites reached 7.9+ million unique users
2) 58 EDITORIAL STORIES - 85% BRANDING INCLUSION
o Jonah’s tone and language spoke to millennials: “I’m making a bunch of dank stuff using KitchenAid’s new Artisan Mini Mixer – it’s mad small but is super versatile in making foams, sauces, juices and doughs etc.”
3) 700K+ INFLUENCER REACH WITHOUT SPEND
o 14 products loaned out for product trials
o Fifty plus ‘Mini Moments’ were shared on owned channels
4) KITCHENAID BEGAN NEW RELATIONSHIPS:
o Appeared in key millennial titles for the first time: Broadsheet, The AU Review, Huffington Post and PedestrianTV
o Sustained momentum with ‘new product’ and Christmas gift guide placement, securing 5.5+ million reach in key titles: Vogue, Australian Women’s Weekly and New Idea
BUSINESS OUTCOME
The ‘Pith by Mini’ campaign in conjunction with other communications efforts drove unprecedented brand awareness, delivering a halo effect across the entire KitchenAid brand during important Christmas period
GFK sales data showed:
Value sales increased from $6.5 million (2015) to $9.4M (2016) = +45% growth
The Situation:
KitchenAid had never before targeted millennials, providing both an opportunity and a challenge.
For this demographic, the brand was relatively unknown and the product (Artisan Mini Mixer) was unfamiliar and expensive.
We had to start a meaningful conversation to build trust and enable KitchenAid to earn a prime position on their kitchen countertops.
Our solution? A brave idea that struck at both their hearts and minds. We tapped into the Zeitgeist, identifying a consumer insight that resonated deeply. Once we had their attention, our pop-culture ‘ambassador’ challenged perceptions and inspired different behaviour, helping us to make a big, bold statement!
The Strategy:
AUDIENCE:
18 to 35-year-old millennials who like cooking
MEDIA:
• Mainstream news & lifestyle (millennial)
• Social: Instagram, Facebook, Snapchat
PR PLANNING
As the audience is increasingly fragmented, we needed to exploit an existing issue. With millennials increasingly restricted to small (mini) apartments, it’s created a need for efficient (mini) appliances.
Ideation checklist:
• Brand activation that could own the ‘Mini’ idea
• Borrow “brand cool” from someone who influences skeptical millennials
• Encourage consumers to create and share ‘Mini Moment’ driving reach
• Concept that could be rolled out in multiple markets
• Phasing content release to ensure sustained buzz
PHASED APPROACH
• 1: Influencer engagement for early credibility
• 2: Media announcement
• 3: Content creation / dissemination
• 4: Pre-promote activation - media and consumers
• 5: VIP launch - media and consumers
• 6: Consumer activation
• 7: Driving Momentum - content series, ‘Mini Moment’ sharing