Recommended by Professionals
Digital Media Planning & Buying
Social Media
Project Overview
The market for home appliances is very competitive. Winning consumer preference of the primary female target has become very budget intensive. But there is a growing male target that has not been acknowledged enough by brands. "How can we talk to and win over young men while maintaining relevance in the primary female target?
Details
“If it works for professionals it will work for me”
Alan Alarcón brings Hamilton Beach products to professionals to try them out and asks if they like and recommend the product. This young actor and influencer connects well with Young Men but also with the primary female target.
This campaign started running on Youtube in the second half of 2019 and is segmented to reach both of the brands targets and it is placed related to household and cooking content responding to the Discovery Stage of the customer journey.
Search Media Display:
Aimed at the same targets Product Ads are running responding to searches in different groups of search terms related to: 1) the brand 2) the generic appliances 3) competing brands
Alan Alarcón brings Hamilton Beach products to professionals to try them out and asks if they like and recommend the product. This young actor and influencer connects well with Young Men but also with the primary female target.
This campaign started running on Youtube in the second half of 2019 and is segmented to reach both of the brands targets and it is placed related to household and cooking content responding to the Discovery Stage of the customer journey.
Search Media Display:
Aimed at the same targets Product Ads are running responding to searches in different groups of search terms related to: 1) the brand 2) the generic appliances 3) competing brands
