Braun Small Kitchen Appliances
With a quarter of the budget of the average competitor, how do we re-launch a brand into a commoditized and cluttered North American market? The solution is a disruptive media strategy and creative that inspires and defies the expectations.
5 Target Personas were identified and qualitative and quantitative research was conducted to gain insights into the creative positioning. Braun's sweet spot for disruption was uncovered when intersecting price and emotional benefit.
The research also provided this valuable insight that lead to the development of the creative campaign:
The primary barrier to ownership is having other tools that met their needs and an overall lack of knowledge.
The creative platform: Conquer the Expected.
You prepare the same meals over and over again because the preparation involved in new things is daunting. But you feel that preparing a new meal shouldn't be as hard as it is. Through a rich german heritage of design, Braun Small Kitchen Appliances offers simple and unique solutions to prepare a variety of things. The product portfolio consists of a countertop blender, drip coffee maker and an immersion blender that simply your life and inspire creativity in the kitchen.
Driving Disruption for Braun
The go-to-market strategy was filled with impactful, custom brand content across influencer pods, social channels, digital publishers, editorial partners and Amazon. The plan focused on a group of people with the highest propensity to purchase and a shift from being a product-centric brand to a customer-centric one.
As the Creative Director I was closely involved on all strategy, research and positioning. I oversaw all creative concepts and execution and was a key stakeholder in the custom partnerships and programs.
In addition to the paid media, I was charged with building out Braun Small Kitchen Appliance's social presence. The focus was primarily around Facebook's content strategy and creative development, but both Pinterest and Instagram were a part of the mix.
The Approach
Content, frequency and timing of posts were tested to set benchmarks as well as a comprehensive audit of the competitive set. A social playbook was developed to be the north star for the brand positioning and voice in the social space. Content focused on inspiring recipes that were easily made with Braun products.
Every quarter was a multiple day shoot to capture both video and still photography for our social media efforts. I not only oversaw the shoot, but developed all the monthly content thematics, inspiration boards and storyboards to guide the team on set.
