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

At a glance

  1. 01The challengeA nationwide influencer campaign
  2. 02Our approachLocal influencers enrich the Kenwood Club with creative and inspiring content
  3. 03The result2,000 registrations for the Kenwood Club
KENWOODCreated with Sketch.
  • Sector

    • Handel & Konsumgüter
  • Disciplines

    • Strategy & Consulting
  • Year

    • 2017
  • Tech Stack

    • Social Media
  • Services

    • Digital Marketing
    • Digital Strategy

The challenge

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.

Merkle 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.

Our approach

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).

Since the start of the campaign, more than 2,000 registrations have been won.

Over 23,000 likes on Influencer.

The success of the campaign is measured regularly and activities are optimized accordingly. 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.
Kenwood - Tabletansicht Kenwood Facebookseite

Building and expanding the platform.

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.
Kenwood - Ansicht Website "Gewinnspiel"

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Merkle sales contact persons in the DACH-region
Your contacts at Merkle: Mathias Fanschek for Austria, Tobias Hollritt for Switzerland and Benjamin Quitter for Germany