Social Media Campaign Review: KitchenAid India presents ‘Mother Of The Year’

If summer and the ongoing IPL tournament have been the mainstay of Facebook campaigns recently, KitchenAid India’s Mother Of The Year campaign takes another route and gives a topical twist to its pre-launch campaign in India by choosing Mothers Day as the theme of its Facebook campaign.

Objective

KitchenAid India is all set for its pan India in July this year. With the help of the Mother of the Year campaign, they are working towards generating brand awareness among consumers on the digital platform while seeking to create pre launch excitement. Through this campaign, KitchenAid wants to connect with fans and build a community of people who are passionate about what else? Cooking!

Execution

The contest is running from 7^th May – 13^th May, hosted on the brand’s Facebook page, it is running through a dedicated app.

To participate you have to like the page and thankfully it does not ask for access to your personal profile, friend list and email (like other apps do and which is quite off putting). Fans are then asked to nominate their Mother along with her Best Recipe and win a KitchenAid Stand Mixer.

The Entries will be judged on the number of Votes they receive as well as the quality of the Recipe.

Positives

In times when cricket has overshadowed everything else this contest by KitchenAid comes as a breath of fresh air.  It is an endearing concept simply because a mother and her cooking is a big part of everyone’s lives. What better way than to honour your mother with the Title of the “Mother of the Year” by participating in this contest.

The contest app is well designed and navigation is smooth.  There is a gallery where one can view nominees and the recipes they have been nominated with.  As I write this there are just two nominees on board so go out there and nominate your mom guys!

Scope for Improvement

The brand participated in Aahar, a food fair in March this year as a step towards carving a niche in the Indian kitchen appliances market. Perhaps an offline event like a cooking contest on Mother’s Day across metros/cities might have been a good offline supplement to the online endeavour.

Also some action on Twitter could have supported the Facebook campaign much better.

Conclusion

All in all, the contest is in line with KitchenAid India’s pre launch strategy: one of generating interest and creating awareness about the brand in India.  The contest is well timed and has the right topical twist with Mothers Day just around the corner.  Its Facebook page has already been flooded with queries by fans as they look forward to purchasing the 1^st Stand Mixer and the contest just helps build the excitement among mothers, chefs and youngsters who love to cook ahead of the July launch.