438958435.edited.txt - Executive Summary The proposed...

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Executive Summary The proposed digital campaign for KitchenAid is “The Y-Turn,” which aims at appreciating the millennial market base by producing the most efficient products of all time. KitchenAid Corporation for a long time has wanted to get hold of this wide market base, but until last year, Generation X stilled remained its potential consumers. It is through this dilemma that the Corporation has resorted to “The Y-Turn” campaign to primarily focus on generation Y who are by far the dominant market base globally. The proposed campaign shall utilize the user-made video digital strategy, where the return clients shall be the lead ambassadors (Kim, 2016). The strategy is because the target market mostly shares online, specifically on Instagram and Pinterest platforms. The few consumers shall be able to share product experiences via images using the channels mentioned above. In the end, the proposal targets a total of $0.5 million in investment within three months, but the returns are sure given the innovative product capabilities of the entity. “The Y-Turn” campaign will see the corporation optimize its sales on the countertop products even beyond the projected values upon engagement of the right measures. Key Takeaways The focus of the past campaigns was a critical defining factor when it came to addressing user needs, which is why this year KitchenAid opted for a more specific approach. In this new model, the objective is to provide the exact specification of customers with every category of the target personas having what they so desire. Another advantage that the approach is likely to bring is a higher concentration when addressing the concerns of Generation Y, who expect a higher level of efficiency in their kitchens. Despite the past strategies to reach the millennials the corporation still found themselves as top entertainers of Generation X, who are the dominant despite not being the priority target over the past few years. One of the reasons behind this disappointment is the channel choice when settling for the digital strategy. KitchenAid mostly uses Twitter, Facebook and YouTube to reach their target market while it is evident through
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