KPI Convert has a diverse range of clients, including one that focuses on cutting edge appliance technologies. Specifically, we were tapped to help a leading sous vide oven product make headway in US sales and distribution. The oven was developed due to the increasing popularity of sous vide cooking space. Due to the expensive equipment costs, cooking sous vide had largely been inaccessible to home cooks, however, the client wanted to change this perception and offer a moderately priced oven to the masses.
The approach was two-fold; target the niche community in the sous vide cooking space as well as open up the flood gates to cooking enthusiasts who were unaware of the technology and benefits of the oven. Through a robust branded campaign, were able to be found when we needed to be. Additionally, our non-branded digital marketing efforts introduced the cooking technology to a new group of potential and current customers. We did this through an intelligent paid search campaign as well as robust social marketing campaign and supporting online marketplace management.