KitchenAid will utilize three social media channels, namely Pinterest, Twitter, and Instagram, to increase the awareness of its countertop kitchen products among millennials. The three channels will allow the entity to achieve its campaign goals, including increase demand and sales of its products among individuals aged between 25 and 40 years. In its past campaigns, the entity has been using Facebook as its main platform for advertising, but this move has yielded undesired results given that a considerable proportion of its current audience is above 55 years. The entity's desired target market is not individuals aged above 55 years but those aged between 25 and 40 years. In effect, the selected channels should have a considerable proportion of the desired target market. Twitter, Instagram, and Pinterest have a high proportion of users aged between 25 and 40 years. Based on research, 60% of the total Instagram users are aged between 25 and 40 years. 67% of the total Pinterest users are aged below 40 years. 80% of total Twitter users are well-off millennials (Aslam, 2021). Essentially, the three channels will allow KitchenAid to attract more millennials.
In addition, the three channels suit the entity in targeting its desired market, which comprises females. The majority of users on almost all the chosen platforms are female. As of October 2020, more than 75% of the total Pinterest users were female (Clement, 2020). On Instagram, the proportion of female users aged between 25 and 44 years was 25.1%, while the proportion of male users was 23.9%. The use of the three platforms provides an immense opportunity for KitchenAid to reach female consumers effectively.
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The three channels also suit the entity’s desire to use video marketing. KitchenAid is keen on creating short videos showcasing how consumers can use its countertop products such as tabletop ovens, blenders, juicers, and food processors. Most users on Pinterest, Twitter, and Instagram prefer audiovisual content since it captures their attention quickly through visual and audio stimulation.
Targeting Specifications
Each media channel will have its own targeting parameters that will allow KitchenAid to reach its target audience. On Instagram, the targeting parameters will include location, demographics, interests, and behaviors. The entity will seek to target Instagram users mainly from the US since the entity is based in the North American country. Demographics, specifically age and gender, are other key targeting parameters. KitchenAid will be keen on attracting individuals aged between 25 and 40 years since they form the majority of the platform's users and have the potential of increasing the entity's revenues considerably. Millennials are likely to purchase the entity's blenders to make smoothies. KitchenAid will seek to attract female Instagram users since they are more likely than men to cook and, as a result, use the entity’s kitchen-based products (Kadeswaran et al., 2020) . The entity will aim to reach individuals based on interests, for instance, those who love cooking. In addition, behaviors including prior purchases and product usage will also be used in targeting users. Target personas, including the tasty chefs and kitchen pros, are likely to have used the entity's kitchen-based products.
The key targeting parameters on Pinterest include demographics, location, and interests. KitchenAid will seek to attract US-based female Pinterest users aged between 25 and 40 years. It will seek to target users who are interested in elaborate food creations and those who are highly interested in cooking. In this case, the entity will be able to attract target customers who fit the two primary target personas, namely the tasty chefs and kitchen pros.
On Twitter, the main targeting parameter will be demographics. In effect, KitchenAid will target female Twitter users aged between 25 and 40 years.
References
Aslam, S. (2021). Twitter by the numbers: Stats, demographics & fun facts . OMNICORE. https://www.omnicoreagency.com/twitter-statistics/ .
Clement, J. (2020). Distribution of Pinterest users worldwide as of October 2020, by gender . Statista. https://www.statista.com/statistics/248168/gender-distribution-of-pinterest-users/ .
Kadeswaran, S., Brindha, M. D., & Jayaseelan, R. (2020). Social media as a gateway for accelerating women empowerment. Parishodh Journal, 9 (3), 4876-4885
