Community Building for Kenwood - Crowd
Community Building for Kenwood
As one of the world’s most respected brands in kitchen technology, Kenwood are synonymous with quality and innovation. In keeping with this unique profile, they commissioned Crowd to develop a secure online product innovation hub, a forum where inventive ideas could be explored and shared with Kenwood’s product innovation team and provide fresh perspectives on tomorrow’s culinary technology.
The key to the success of this unique initiative lay in identifying and reaching out to influencers and innovators who could shape future thinking. Community building from scratch.
To achieve this objective, Crowd devised a carefully coordinated campaign encompassing:
- Social media and e-marketing
- Supporting photo shoots, print materials and video production
- Community management and engagement
Having identified influencers and participants, Crowd were able to grow a vibrant community of contributors, actively involved in sharing and developing new product designs and concepts.
This pioneering project was highly successful not only in inspiring a wealth of creative product concepts for Kenwood’s design team to pursue, but also in creating a community of highly engaged and enthusiastic brand advocates.