Illuminating Human Truths
A look inside our research that led to Kitchenaid’s award-winning campaign “The Mark of a Maker”
The Challenge
In a crowded appliance category, Kitchenaid not only was presented with the challenge of distinguishing themselves among competitors, but they also were challenged with resonating as more than what they were known by to many: the Kitchenaid Mixer.
The Methodology
To identify the richest opportunity for the brand, Kitchenaid and Olson Zaltman focused their research on a deep and thorough consumer immersion.
The Impact
The brand saw a 14% growth in “Joyful” social sentiment versus prior period
The brand saw a 13.8% growth in market share for large appliance
The brand saw a 38% growth in brand awareness for small appliances