KitchenAid Case Study

Target’s unique creative style boosted seasonal sales.

KitchenAid saw an increase in sales and attracted new customers with Social by Roundel™ and Display by Roundel™.

Objective

Combine brand recognition and design to grow sales.

KitchenAid knew the Target guest was an ideal audience and would be open to messaging on Target.com, the Target app, and Pinterest. The question was, could they improve on already good results from their 2022 Valentine’s Day campaign?

Build

on past success to drive holiday sales

Stand out

with Target’s unique design style

Reach

receptive shoppers on their preferred platforms

Solution

Getting creative to get results.

KitchenAid wanted to reach past purchasers in the home category, as well as browsers of KitchenAid products and accessories. Using our custom audience data and a multi-solution approach, KitchenAid leaned into Target’s unique creative style for their media campaign.

Understanding that KitchenAid guests are active on Target.com, the Target app, and Pinterest led to the creation of ads for those specific channels with Social by Roundel™ and Display by Roundel™.
Contextual targeting and relevant branded/non-branded keywords (i.e. KitchenAid, stand mixer) were used for display ads reaching relevant shoppers browsing across Target.com.
Display ads and pins from Target Creative utilized the Target style, inspiring gift givers and bakers around Valentine’s Day.

Results

Seasonal messaging + Target’s style = Increased ROAS.

The campaign outperformed all expectations, influencing 13% of the brand’s total sales at Target (3%+ in 2022). One big reason? While the 2023 campaign ran on the same channels as 2022, wider audience targeting helped KitchenAid capture a huge percentage of new guests.

The top performing creative leveraged the Target look and feel, netting a $44 ROAS. It proved that being fun and seasonally relevant should be part of the brand’s future efforts.

86%

of guests were new

$4

incremental ROAS

23%

sales lift

3x

influenced sales and ROAS compared to Feb. 2022

Conclusion

Using what guests love about Target can deliver campaign wins.

By partnering with Roundel and Target Creative, KitchenAid was able to meet their objectives. Brands should look to similar partnerships as part of their ongoing campaign strategies.

Lift

Boost brand sales across platforms.

Inspire

Connect with the right shoppers through creative that resonates.

Win

Secure net new purchasers.

Connect in a whole new way.

Let’s talk about your next multi-channel campaign.

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