Cuisinex – Super Maman

The Challenge

Example: Cuisinex is a kitchenware and accessories specialist, that wanted to spread efficiently its digital marketing spend across multiple platforms to boost the brand’s presence and visibility while driving sales.

The company had a limited budget – a “micro-budget” actually!

Our Solution

We did a full assessment of the brand’s assets and liabilities and developed a cost-efficient campaign and activation plan that helped in the first place to reposition Cuisinex as THE specialist of kitchenware and accessories. We found out indeed that Cuisinex was primarily perceived as a kitchen designer and provider of modular kitchen designs (which it wasn’t and had never been!). We made sure that we were going to touch the warm and hot audiences as well as the cold one’s, those who haven’t seen or engaged with the brand and its products and that would potentially increase Cuisinex’s sales.

We started a (re)launch campaign on traditional and digital platform with a focus on the store’s location (a hard-to-find location with practically no parking facilities in the vicinity) with billboards creatively placed in the city to guide consumers to the store. A radio game was launched simultaneously on three very popular radio stations followed by a strategic association with one of the most popular radio shows (Super Maman) that targets the warm and hot audiences.

The game and show featured exclusively several ranges of products sold by Cuisinex to dilute the perception that Cuisinex is a kitchen designer and provider of modular kitchens.

In about a fortnight, Cuisinex’s brand exposure and recall literally rocketed

The Results

Not only did Cuisinex’s sales go up significantly, but it also rapidly achieved its sales goals while achieving a higher Return on Advertising Spend (ROAS) than they had seen the previous year.

And the client requested a long-term strategy for the whole year and increased this spend.