Case Study: KitchenAid boosts brand power and sales with Kantar

How KitchenAid won Kantar's Creative Effectiveness Awards and drove a significant uplift in sales

KitchenAid, a brand under Whirlpool, sought to shift its marketing approach from short-term sales to a long-term brand-building strategy. Their challenge was to increase brand power by creating an ad campaign that positioned their products as suitable for everyday cooking and reinforced their 'best in class' performance, moving beyond their reputation as a tool just for baking.

The vendor, Kantar, used its Brand Equity study to provide the foundational insight for this new strategy. Kantar then tested creative campaign routes, recommending a focused narrative that showcased product functionality. This resulted in the award-winning "Make to Stand Out" campaign. The solution drove a sales uplift seven times higher in the test market, significantly increased brand consideration, and achieved the highest equity gains in the category through improved meaningfulness and difference.

KitchenAid