The Situation: KitchenAid was having difficulty connecting with younger millennials who had an affinity for the brand, but didn’t have the same degree of shelf space as their parent to enjoy an Artisan Mixer. As a result KitchenAid went back to the drawing board and came up with the Artisan Mini. Now all it had to do was get Canadians excited about this new product.
The Solution: We created an entire interactive Instagram account filled with content about the new Artisan Mini at a fraction of the size of a regular account. Users could scroll through the feed and tap to take a closer look and learn more about the Mini. To launch the account, we created a contest where we promoted images of the Mini that had been hidden throughout the Ministagram grid.
Accompanying the Ministagram grid was an eight-day pop-up in Downtown Toronto, featuring mini dishes from some of the city’s trendiest restaurants. To create awareness of the event and spread Mini’s pint-sized inspirations coast-to-coast, we used local SEO, geo-targeted out of home and social ads, in addition to national cinema spot, which ran across the country.
The Results: The account took off immediately. It generated a sky-high average engagement rate of 20.5%, beating out the top 25 brands on Instagram by almost 4 times (typical engagement rate of 3-6%). In total, the Ministagram received over 4600 contest entries—creating a launch pad to then take Artisan Mini to the streets, with the KitchenAid Mini Market.
The Mini Market exceeded its target attendance by 52%, and generated 2.2 million media impressions, included over 1 million localized impressions.