The Campaign

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