Technology & electronics

KitchenAid cooks up innovative YouTube strategy

News • 04 March 2020

KitchenAid, the appliance brand owned by Whirlpool, deployed a smart ad sequencing strategy as it engaged consumers on YouTube, the video-sharing platform.

KitchenAid uses “moment marketing” YouTube strategy to boost awareness and recall

Article • Reed Karaim, Event Reports, IAB Annual Leadership Meeting, February 2020

KitchenAid, the home appliances line owned by Whirlpool, leveraged a dynamic YouTube ad campaign to drive brand awareness and recall.

Chinese appliance brand Vatti's weird wager on France's World Cup win pays off

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

The little-known appliance maker Vatti capitalised on France's win in the 2018 FIFA World Cup, gambling on a marketing activation that paid off in absolute returns.

Racold by Ariston Thermo: Mind Your Language

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2019

Racold, a water heater and geyser brand, increased sales and ROI in India by showing the public targeted ads based on their misspelling of geysers.

Racold: Mind Your Language

Case Study • MMA Smarties, Gold, APAC and Gold, India, 2019

Racold, a water heater and geyser brand, increased sales and ROI in India by showing the public targeted ads based on their misspelling of geysers.

Voice commerce: Turning an industry upside down

Article • Euromonitor Strategy Briefings, September 2019

An introduction to voice commerce, including ecosystems, Customer Lifetime Value and the road ahead for this new way to shop.

JennAir Bound By Nothing

Case Study • ARF Ogilvy Awards, Bronze, 2019

JennAir, the US premium appliance manufacturer raised sales and reversed declining brand health metrics by changing category expectations and embracing the truth that progress demands defiance.

KitchenAid: Made for Makers

Case Study • ARF Ogilvy Awards, Gold, 2019

KitchenAid, a brand of kitchen appliances, promoted its brand in the US by launching Made for Makers, a campaign that used personalised content to reach out to food makers.

Bosch Home Appliances: Happiness Starts at Home

Case Study • SABRE Awards, Asia-Pacific, Home & Furniture, Gold, 2019

Bosch, the home appliances brand, worked with influencers to exceed its sales target for its Unlimited vacuum cleaner among consumers in Singapore.

Livfast Batteries: Stating the Obvious

Case Study • Varchas Sinha, Yousuf Rangoonwala, WARC Prize for Asian Strategy, Entrant, 2019

Automobile battery manufacturer SAR Group created an unconventional commercial to cut through in a cluttered category and showcase its new Livfast brand in India.

Haier India: The Upside-Down Solution

Case Study • Varchas Sinha, Yousuf Rangoonwala, WARC Prize for Asian Strategy, Entrant, 2019

Consumer durables and electronics brand Haier used humour to turn the refrigerator category upside-down, increase enquiries and improve brand visibility in India.

Livguard Inverter Batteries: The Compelling Duality

Case Study • Varchas Sinha, Yousuf Rangoonwala, WARC Prize for Asian Strategy, Entrant, 2019

Inverter and battery brand Livguard used a strongly visual campaign to build its brand in India and establish itself as a key player in the category.

Livpure: Rivers in a bottle, to save India's rivers

Case Study • Yousuf Rangoonwala, Sanketa Kapse, WARC Prize for Asian Strategy, Entrant, 2019

Water purifier brand Livpure adopted a multi-channel approach to boost brand awareness and draw attention to an environmental emergency in India.

Livpure: Turning a decade-old tradition into a habit of saving water

Case Study • Yousuf Rangoonwala, Sanketa Kapse, WARC Prize for Asian Strategy, Entrant, 2019

Water purifier brand Livpure created an activation event backed by a digital film to highlight water wastage and increase brand preference among Mumbaikars.

Test launch is the new black: How learning in-market can optimise launch success

Research Paper • Erin Russeck and Jessica Bolger, ESOMAR, Congress, 2019

Drinkworks, the beverage innovation company, adopted a launch-and-learn strategy to bring its new-to-world Home Bar system to market in the US.

Haier Group (Consumer appliances)

Article • Euromonitor Profiles, August 2019

This Company Profile from Euromonitor provides key details and analysis of Haier Group.

Beko: The D-Remote

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2019

Manufacturer Beko used online video, influencer marketing, PR and a specially created TV remote control to improve its brand relevance with men and increase sales of its smart TVs in Turkey.

Tefal: Getting People To Barbecue Under 50°C

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Entrant, 2019

Tefal, the global cookware brand, used whole-funnel marketing to extend the purchase season and increase sales of its electric grill in Saudi Arabia and the UAE.

China’s premium strategy

Article • Doreen Wang, Admap, July 2019

Looks at how China's internal market has become a test bed for Chinese companies to build premium brands that satisfy the demand for consumption of luxury or premium items.

Siemens: Reimagine the Game

Case Study • Case Studies on WARC, Winner, Technology & Telecoms, 2019

Siemens AG, the automation company, reachd 37 million people due to the launch of its interactive platform for football fans in Germany.

Arçelik A.Ş.: Equal Dictionary

Case Study • SABRE Awards, EMEA, Turkey, Gold, 2019

Household appliances manufacturer Arçelik created mobile apps to reduce the use of gender discriminatory words or phrases to mark International Women’s Day in Turkey.

Whirlpool EMEA: #PlacesthatMatter

Case Study • SABRE Awards, EMEA, Home & Furniture, Gold, 2019

Whirlpool, the global manufacturing corporation, created a travelling photo exhibition to strengthen its position as a strong industrial asset in the places where it operates in the EMEA region.

Philips: #ShaveToRemember

Case Study • SABRE Awards, Africa, Digital Campaign, Gold, 2019

Philips, an electronics company, launched a mobile barbershop in partnership with the Nelson Mandela Foundation to give the famous Nelson Mandela line haircut to people in Johannesburg, symbolising Mandela's values in a divided world.

Whirlpool Corp (Household and domestic)

Article • Euromonitor Profiles, April 2019

This Company Profile from Euromonitor provides key details and analysis of Whirlpool Corp, the owner of brands such as Maytag and KitchenAid.

Tefal: Getting people to barbecue at 50ºC

Case Study • Alvaro Bretel, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Tefal, the global cookware brand, used whole-funnel marketing to extend the purchase season and increase sales of its electric grill in Saudi Arabia and the UAE.