KitchenAid
It takes a large amount of precious counter space and significant commitment to put a KitchenAidtm mixer on your wedding registry or kitchen countertop.
Or to go ahead and build custom cabinetry for your mixer.
Some people cook because they have to, some people do it because they love it. The second group are the consumers KitchenAid decided to focus on with its 2018 “The Marks” campaign.
After carrying out consumer research, the home appliance brand identified a niche audience that spends more time in the kitchen than the average person.
KitchenAid’s Senior Brand Manager, Christina Hoskins, told AdAge: “We spent several months learning more about the consumer we serve. We recognise that cooking for them and being a maker in the kitchen is part of who they are — part of their identity.”
Source: Attest "Nailing niche audiences: 5 examples of highly targeted campaigns in action"
Or to go ahead and build custom cabinetry for your mixer.
Some people cook because they have to, some people do it because they love it. The second group are the consumers KitchenAid decided to focus on with its 2018 “The Marks” campaign.
After carrying out consumer research, the home appliance brand identified a niche audience that spends more time in the kitchen than the average person.
KitchenAid’s Senior Brand Manager, Christina Hoskins, told AdAge: “We spent several months learning more about the consumer we serve. We recognise that cooking for them and being a maker in the kitchen is part of who they are — part of their identity.”
Source: Attest "Nailing niche audiences: 5 examples of highly targeted campaigns in action"
