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KitchenAid is an American home appliance brand owned by Whirlpool Corporation. The company was started in 1919 by The Hobart Corporation to produce stand mixers. For nearly a century, KitchenAid has been Serious About Food and its products represent the perfect mix of professional performance, artisan quality and iconic design. The brand and its products are present in homes all-over the world. Over the last 100 years KitchenAid mixers become an essential and the most recognizable kitchen equipment.
Project period: Ongoing from 2016
Despite our client is an official KitchenAid distributor we have to compete with a wide range of retailers from big shops like MediaMarkt, Saturn, Mediaexpert (local matches of BestBuy) to small and mid-size online stores, and market places like Allegro (eBuy equivalent).
Due to costs of import and duty taxes KitchenAid equipment is relatively quite expensive comparing it to US or UK market. Its cost equals to 1/3 or ½ of typical salary in Poland. It makes that the products are affordable for narrow group of customers.
The products price makes that Customer Journey to purchase is much longer longer than usually for other brands in the same category. Customers tend to compare prices in other shops and market places so the Retention Campaigns are crucial to win-back the clients on the last stage of path.
We decided to employ all possible PPC channels starting with a highly-granular Google Search Ads structure, Google Shopping, Display Banners, Facebook and Instagram Ads and ending with YouTube Ads.
