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Q4 Gen-Z, Millennial Opps: KitchenAid launches Hulu doc for Women's Equality Day
In a new Hulu documentary titled "A Woman's Place," Digitas and with VOX Media, the 30-minute film is part of Hulu's collection of films and TV shows about women's empowerment, and it was made with an eye on streaming services.
Along with the launch, KitchenAid could provide resources to restaurant employees in an industry continually affected by the global pandemic. Most of the brand's COVID-19 relief work is through the James Beard Foundation, which has offered its mentorship initiative to advance the careers in the restaurant industry and provide relief to businesses struggling in response to the coronavirus.
According to iSpot, KitchenAid hasn't invested in national TV since last year; however, since most of its 2019 spend wasn't allocated until Q4, ahead of the gift-giving holiday season, we could still see it use this channel in Q4 2020. Its full 2019 spend targeted women (see targeting right) and grew almost exponentially to $9m from $1m in 2018.
KitchenAid's digital display ad spend doesn't seem to have been affected by the pandemic; Adbeat estimates the brand allocated $956.8k toward this channel from August 2019-2020, a 13% increase from the $843.2k spent from August 2018-2019. Most of the past year's spend went toward programmatic ads placed by Google DV360 ($663.3k) onto sites such as espn.com ($46.6k), foodnetwork.com, dailymail.co.uk, nytimes.com and justapinch.com.
The brand tends to target women and gift-giving men; since the upward slope of its digital display spend signals it's especially targeting Gen-Z and millennials right now, you should also offer OTT and/or paid social ad space. This audience tends to respond particularly well to brands that establish emotional connections (more here) like this work does for KitchenAid. Kantar data reports the brand also utilized local broadcast. It holds planning conversations in Q1 and buying conversations in Q4.
Agency & martech readers - We see no signs of upcoming reviews, so prospect elsewhere for the time being. To the best of our knowledge, KitchenAid's parent company, Peppercomm (PR AOR).