Kenwood K-Mix campaign by bbcgoodfood.com

Challenge

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:

1. To successfully launch the new range to ‘real cooking enthusiasts’
2. To reinforce iconic and aspirational perceptions surrounding the brand
3. To find out which colour appealed the most to site users

Kenwood reached ‘real food enthusiasts’ with bbcgoodfood.com microsite

Idea

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.

Execution

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.

Results

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 kMixIt 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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