KitchenAid is one of the world’s most recognised kitchen appliance brands, but even iconic names need help driving awareness of specific product ranges. Terrier Agency supported the brand’s #MadeWithKitchenAid campaign in Australia, promoting the attachments available for the KitchenAid Stand Mixer.
The campaign sourced higher-end micro-influencers in the kitchen and recipe space, gifting attachments and briefing each creator to post an original recipe made using them. Seventy influencers produced 242 pieces of live content across Instagram, reaching a combined following of over 13.6 million and generating 39,540 engagements.
KitchenAid was able to re-share the best-performing content on its own channels, extending the campaign’s reach well beyond the original posts and building a library of authentic, recipe-led brand content.
Briefing for a Recipe, Not a Product Shot
An attachment for a stand mixer only makes sense once someone sees what it actually does, so the #MadeWithKitchenAid brief in Australia went to higher-end micro-influencers in the kitchen and recipe space specifically, rather than a general lifestyle roster. Each of the seventy creators was gifted an attachment and briefed to post an original recipe made using it, the finished dish standing in as proof the tool did what it claimed, not a studio photo of the attachment on its own.
What 13.6 Million Reach Bought for One Attachment Range
A combined following of over 13.6 million and 39,540 engagements across 242 pieces of live content describe how far a product-specific range extended beyond the core Stand Mixer audience, not a unit-sales figure for the attachments themselves. KitchenAid’s decision to re-share the best-performing recipes on its own channels afterwards is the more durable outcome: a library of authentic, recipe-led content the brand can keep using long after the original 242 posts stopped being new.
