Wenn Kochinspiration auf Markenpräsenz trifft – Kenwood begeistert mit Bring!
Kenwood aus dem Hause De’longhi überzeugt mit seiner (Vor-)Weihnachtskampagne in der Bring! App gezielt Konsument:innen von seinem Cooking Chef XL. Über einen Zeitraum von sechs Wochen wurde besonderes Augenmerk auf die Steigerung der Markenbekanntheit gelegt. Durch strategische Platzierungen und drei unterschiedlichen Werbeformate konnte die Kampagne erfolgreich Awareness für die Küchenmaschine generieren sowie zahlreiche Interaktionen mit Konsument:innen herbeiführen. Diese Kampagne zeigt besonders gut, wie Non-Food Marken mithilfe der Bring!-App in den Fokus der Konsument:innen gestellt werden können. Hier gibt es weitere Details zur Kampagne:
Goals of the campaign
Kenwood's campaign in the Bring! shopping list app pursues several objectives with the aim of increasing awareness and inspiration for the new Cooking Chef XL kitchen appliance from Kenwood:
Raising awareness for Kenwood Cooking Chef XL in Germany
The campaign specifically increased awareness of the Kenwood Cooking Chef XL among consumers in Germany by strategically placing it in the Bring! app to appeal directly to a broad target group. This promoted brand awareness in an environment close to the point of purchase.
Inspiration & ideas for baking during the pre-Christmas and Christmas season
An inspiration format within the Bring! app, users' perception of Kenwood in the baking environment was intensified. This led to strong consumer interest in the brand.
Promotion of a near-food brand in the food context
By habitualizing the household category in the shopping list view in the Bring! app, the advertised Kenwood Cooking Chef XL fits particularly well into the shopping environment.
Initial situation
The initial situation of the campaign is based on the following factors.
Integration of a household appliance into the purchasing process
One of the main tasks was to integrate the Kenwood Cooking Chef XL into the Bring! app in such a way that it is seamlessly integrated into the inspiration process during the user's shopping planning. This was to be done without being intrusive, but rather perceived as a natural part of the app experience.
Addressing consumers in the relevant context in Germany
78% of Germans plan their purchases and/or inform themselves in advance about products they want to buy. The placement of household appliances and home electronics should therefore always be done in the right context. The Kenwood Cooking Chef XL should be placed in connection with the feel-good season at Christmas.
Campaign formats
To promote the Cooking Chef XL, Kenwood used three different advertising formats in the Bring! app to draw users' full attention to the food processor
Results
+7 million
Impressions thanks to the campaign
+750
Favorites in the Offers tab
+68.000
Engagements over the campaign period
Branding Add
Kenwood began its six-week campaign in the Bring! app with the branding ad. This advertising format is integrated into the feed of the offers tab in the app. The ad looks like an advertising brochure and after clicking, the entire branding ad appears on the screen of the phone. A linkout is also integrated there to encourage Bring! users to get more information about the food processor on the Kenwood website.
Most importantly, over 750 users have marked Kenwood as a favorite. This means that they actively want to be notified when there is something new about Kenwood in the Bring! app. A significant indicator of the effectiveness of the advertising format.
Sponsored Post
The campaign to promote the Cooking Chef XL was supplemented in a second step by a sponsored post. This post is located in the Inspiration tab of the Bring! app, where posts, videos and, above all, recipes can be found. The post placed by Kenwood fits perfectly into the context of recipe inspiration and embeds the food processors in the environment of baking and cooking. The impressions achieved show that this format is successful: Over 50% of the anticipated impressions were achieved.
Category Lead
With the category lead, Kenwood completes its advertising campaign in the Bring! app. This advertising format generates a great deal of awareness, as it is placed very prominently on the Bring! homepage in the household category. The high level of interest in the food processor is demonstrated by the more than 2,000 clicks on the category lead, which takes users directly to the Kenwood website to find out more about the Cooking Chef XL.
Category: Household
“Our campaign in the Bring! app impressively demonstrated how Kenwood can be perfectly placed in the context of shopping planning by combining several advertising formats. With the campaign, we were not only able to generate a lot of awareness, but also retain Kenwood fans.”
Conclusion
Kenwood's campaign in the Bring! App achieved remarkable success. Particularly noteworthy is the fact that over 7 million impressions were achieved with the campaign.
In addition, the branding ad was marked as a favorite over 700 times. This is an important indicator that there is interest in other Kenwood products among Bring! users is present.
The combination of the three advertising formats optimally places Kenwood in the context of shopping planners and shows how a near-food brand can be perfectly placed in the focus of shopping preparation. Based on the KPIs achieved, the campaign can therefore be considered a complete success.
