Dive summary:
- Appliance brands KitchenAid and Haier are diving into digital marketing this summer with online videos and online ad placements.
- KitchenAid, most famous for its mixers, is doubling its digital and traditional marketing budgets this year; new projects will include three online videos developed for Hulu and BrightRoll's network that will double as TV spots on PBS' "Martha Stewart's Cooking School" and "Martha Bakes."
- Haier is launching an online campaign to promote its "AC SmartSelector" online/mobile app that is designed to help shoppers pick out the best AC for their needs the first time; the campaign included ad buys on 10 renter-centric blogs.
From the article:
"KitchenAid, part of Whirlpool Corporation, is running print and digital ads on relevant publications like Food & Wine and Bon Appetit, while offering a bevy of cooking tips via a dedicated brand blog, 10 partner bloggers, Facebook, Twitter, Instagram and Pinterest. In addition, those social media channels will feature the meal and dessert recipe ideas seen in paid promos—for instance, the "tartlets" copy."
