To launch their range of high-end coffee products to the masses, KitchenAid tapped my team to design a campaign raising awareness and credibility among a global audience with a range of coffee tastes.
To launch their range of high-end coffee products to the masses, KitchenAid tapped my team to design a campaign raising awareness and credibility among a global audience with a range of coffee tastes. My role in the resulting global influencer campaign included all Creative Development, Creative Direction, Copywriting, and Directing all video content.
The centerpiece of the campaign was a series of Influencer profile films. We traveled to five countries across three continents, profiling a diverse array of captivating artisans to showcase how amazing coffee fuels their unique lifestyles. While each takes and makes their coffee a different way, all have a unique point of view that allows them to highlight different product features and benefits, from the design and materials to the simply flavorful results. We launched the campaign with a hero film that combines each product and personality, then rolled out each deep dive profile at various lengths across digital. Stills and clips from each were used in a suite of supporting social posts, and each influencer posted the profiles and additional content on their respective social channels; further amplifying the reach of the campaign.
Accompanying the profiles was an educational campaign that covered print, digital and POS collateral. We offered a deep dive into the process of crafting an exceptional cup of coffee no matter where on the flavor spectrum your tastes fall, and targeted messages along the entire consumer journey. Serving as a roadmap guide to your perfect cup, these materials allowed you to pinpoint the right brewing process for your taste, and showcase the specific details in the KitchenAid Coffee Collection that make your morning cup sing.