Manifest Digital Human Experience Society

KitchenAid had a very particular challenge…

Their sophisticated products are considered world-class in quality and design. So much so, in fact, that some customers felt too intimidated to go check them out in-stores.

If we could just figure out a way to overcome that reluctance, and get people to actually experience the appliances online, we could ultimately increase in-store traffic… and sales.

Our solution? A one-of-a-kind campaign that began with virtual and physical invitations to targeted KitchenAid customers. The promotion rolled out over the course of 6 months and invited thousands of visitors to an evolving, immersive experience online.

We shot an actual ‘home’ with stop-motion techniques that allowed the visitor to move around a kitchen, interact with appliances and even find hidden gems they could collect and share.

Four kitchens were incorporated, including live actors (as well as a dog, cat and goldfish… all of whom were represented by their own agents). A sound track, professional instruction and recipes were also included for discovery and collection.

The result was a campaign that lived a full year beyond its intended duration, incorporated a number of other complementary promotions and even served as the platform for a non-profit initiative. Oh, and in-store sales increased by over 25% per purchase as a result of greater comfort with the professional quality products.

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