Kenwood K-Mix required an online advertising solution that would promote the new K-Mix range and gather feedback on the range of colours available.
The three main objectives of the campaign were:
Kenwood reached ‘real food enthusiasts’ with bbcgoodfood.com microsite
- To successfully launch the new range to ‘real cooking enthusiasts’
- To reinforce iconic and aspirational perceptions surrounding the brand
- To find out which colour appealed the most to site users
In answering the brief BBC Worldwide’s digital experts created a microsite which was purposefully designed in a completely different style to the main site; it incorporated the colours of the K-Mix range. A competition was promoted on the micro-site to win the full K-Mix range worth £1500.
The competition ran for one month on the microsite, the main site included MPUs, banners and skyscrapers, which linked to the microsite.
The competition entry form included a question on which colour range was the respondent’s favourite.
Additionally, click-through tracking was also established on the microsite, so the popularity of four available colours for the K-Mix range could be monitored.
The campaign generated 10,000 competition entries; 2,500 opt-ins for data capture and in total 20,000 views of the microsite. Per competition entry Kenwood achieved value for money at £1.25 per response.Signposting across bbcgoodfood.com delivered 10,000 competition entries for Kenwood kMix
It is also worth noting that the MPU’s on the main site generated a 1% click-through rate, which is extremely high (10 times the average on the rest of the site).
It transpired that bbcgoodfood.com
users’ favourite range colour was raspberry!
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