KitchenAid is a venerable brand within Whirlpool, the Benton Harbor, Michigan-based home appliance manufacturer with more than $20 billion in sales worldwide.
While the brand was approaching its 100th birthday in 2019, its fame was still largely based upon a single product – its iconic bowl mixer – even though KitchenAid offers a diverse portfolio of culinary-focused tools.
Christina Hoskins, Whirlpool’s shopper marketing director, set out to address this issue through boosting KitchenAid’s equity levels. And her route to doing so was “Marks”, a campaign that leveraged video ads on YouTube in ways that directly responded to the viewing signals...