Mix Dich Happy
The cross media campaign for the Vitamix product launch
Challenge / Approach
After its successful entry into the German market in 2013 and numerous subsequent product launches, the Vita-Mix Corporation (Vitamix) launched a new product line at the end of 2017. The Vitamix Ascent Series high-performance blender was innovative in terms of design, functionality and technology. However, there was a challenge: significant stagnation in a fiercely contested market. Klenk & Hoursch was therefore asked to develop a cross-media product launch campaign; which emphasised the innovative functions and the versatility of the new appliances.
Implementation
Beyond the conception of the campaign, Klenk & Hoursch acted as the lead agency, developed content ideas for all communication channels and, together with the client, managed other involved agencies (marketing, creation, social media). The focus was placed on two target groups: firstly, people with an interest in good nutrition, but who had trouble seeing it through in everyday life. Secondly, those with a profound knowledge of nutrition and a great passion for cooking and stylish kitchen appliances. Vitamix is the perfect companion for both groups, providing moments of happiness and a healthier, flavorful life. Based on the English slogan “unlock adventure”, Klenk & Hoursch developed the campaign claim: Mix Dich Happy! (Blend yourself to happiness!) Various activities ensured sufficient points of contact between the brand and the product:
- Social Media and Bloggers: Tips & tricks by testimonial chefs, recipe videos, raffles, product tests by bloggers
- Media Relations: Press releases, topic management, interview proposals, raffles, product tests, landing page, editorial tour in Munich
- Paid Social: Videos and carousel ads for a paid social campaign on Instagram and Facebook
