Ad Campaign of the Week: KitchenAid Ad Appeals to Appliance Buyers

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Posted Sep 14, 2017

A recent video ad from KitchenAid uses some unique imagery to sell its new line of kitchen appliances. The ad campaign is targeted mainly at busy families and those who do a lot of cooking at home. But just how much do those visuals resonate with potential buyers? And how might the ad impact sales of various KitchenAid products? We asked 1,000 respondents about their opinions on various brands that sell kitchen appliances and accessories and then tested the impact of the video ad.


Kitchen Consumers

In Ask Your Target Market’s latest online survey, 53% of respondents said that they’ve bought kitchen appliances or accessories at least within the past three months. KitchenAid was the most popular kitchen brand among consumers in terms of the products they actually use regularly; 43% said they currently have KitchenAid products that they use regularly.

KitchenAid Ad

Overall, 18% of respondents said that they would be certain or practically certain about choosing KitchenAid for their next kitchen purchase. And 33% said it would be very probable. Those who viewed the new KitchenAid ad were actually a bit less likely to be certain about choosing the KitchenAid brand; 15% selected that option. But they were a bit more likely to say that it would be very probable; 39% said they would probably choose a KitchenAid product for their next purchase. Additionally, 71% of respondents said that they’re likely to be in the market for new kitchen appliances in the next two years. And of those respondents, 17% said they would be practically certain about choosing KitchenAid for their next purchase. And 43% said it would be very probable.

Brand Attributes

Quality and reliable were the two most popular words used to describe the KitchenAid brand. Others also described the brand as dependable, durable, modern, innovative and expensive. Those who viewed the KitchenAid brand mainly used those same attributes to describe the brand.

Key Takeaways

The KitchenAid ad didn’t seem to make much of an impact on consumers as a whole. In fact, those who viewed the ad were actually less likely to be certain about choosing KitchenAid products than those who didn’t view the ad. However, those who are planning on buying actual kitchen appliances in the near future were significantly more likely to consider the KitchenAid brand. So since those are clearly the consumers who the brand is looking to influence with this ad campaign, it could absolutely be effective. But it was more effective in simply getting consumers to consider the brand, not in making them more certain about their choice. So running this campaign along with other things like in-store displays or promotions could potentially help the brand actually close some of those sales. You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: Surprise by Ben Grey under CC by-SA 2.0What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on September 13 via AYTM’s online survey panel.

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