Appliance Brands Are Diving Into Digital This Summer

KitchenAid and Haier lean on the Web

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KitchenAid, which has doubled its digital and traditional marketing budgets this year, is debuting three online video ads today on Hulu and BrightRoll's network of Web properties. They'll run as TV spots on PBS' Martha Stewart's Cooking School and Martha Bakes from Aug. 15 through the end of the year.

The ads entail two 30-second commercials and a 15-second version from the 94-year-old appliances company that's best known for its baking mixers. The spots are part of KitchenAid's ongoing "So much more" campaign, with the latest installments helmed by DigitasLBI.

Against an upbeat, rhythmic soundtrack, the videos employ playful but on point copy, such as: "With Bolognese behind you, there's tartlets to take on, and crazy knife skills to perfect. There's you and your kitchen, and your fearless disposition."

Cynthia Soledad, senior director of KitchenAid's brand and marketing division, said, "This campaign really hits on a food perspective that consumers always challenge themselves to do more. And we want to be a part of that. We are celebrating their challenges and providing them with additional content that they can use for inspiration."

KitchenAid, part of Whirlpool Corp., is running print ads in relevant publications like Food & Wine and Bon Appetit, while offering 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 the paid promos—for instance, the "tartlets" copy.

"And you are probably going to see us doing more on YouTube," Soledad said. "We have a presence there, and we hope to expand it. There will be more content coming."

Another home appliances firm, Haier, has also been orchestrating an apparently successful digital campaign during these warm weather months to push its "AC SmartSelector" online/mobile app, which is designed to help consumers pick out the "right" air conditioner on their first try. In a six-week campaign that ends today, it has purchased ads on 10 renter-centric blogs, such as F'ed in Park Slope, Manhattan Nest and Once Wed. The initiative was led by agency DC3 Creates.

Laura Allen, account manager for DC3 ot Brooklyn, N.Y., said Haier has also been "running Facebook ads that target Northeast metro areas, specifically women, parents and those who have recently moved."

It's worked and then some, per the agency, which said China-based Haier's efforts have lifted traffic by as much as 1,000 percent in recent weeks.

@Chris_Heine Christopher Heine is a New York-based editor and writer.