Kenwood: Successful influencer campaign for the 70th anniversary
"Cooking and baking on a new level": With Influencer Marketing to more commitment in the Social Web
Kenwood Swiss AG is an internationally successful manufacturer of kitchen machines. On the occasion of its 70th anniversary, Kenwood launches a new cooking platform named “Kenwood Club Switzerland”, which offers all cooking enthusiasts various recipes and tips for cooking and baking with Kenwood kitchen appliances.
Namics is supporting the launch of the platform with a nationwide influencer campaign to raise awareness of the club and attract new members.
The campaign aims to get more people interested in the diverse world of Kenwood food processors, to expand the community in the long term and finally to promote sales of machines and accessories.
With the guiding principle “Cooking and baking on a new level” we win local influencers from Switzerland who enrich the Kenwood Club with creative and inspiring content and encourage members to interact on the platform.
The focus is on user-generated content: Through long-term cooperation with the community and influencers, new content is constantly being produced and distributed via various Kenwood channels (newsletters, social media).
The success of the campaign is measured regularly and activities are optimized accordingly. Since the start of the campaign, more than 2,000 registrations for the Kenwood Club have been won.
At the same time as the successful launch of the campaign, separate social media channels have been set up for Kenwood. The community has increased 30-fold during the campaign (October 2017 to January 2018) and over 23,000 likes on Influencer content have been recorded.
Following the successful launch of the Kenwood Club, the company continues to focus on building and expanding the platform. Additional cooking enthusiasts are to be won via multi-value content via own channels, influencer cooking events and competitions. Other functions, content formats and an online shop are also planned to expand the club.