The Tastemaking Kitchen
DRS and Associates Cooks Up Social Media Campaign for World-Renowned bulthaup Kitchen Brand
Enjoyed by architects, designers and homeowners alike, bulthaup kitchens are revered for their clean lines, ergonomic layout and precision German engineering and manufacturing. Founded by Martin Bulthaup in Germany in 1949, the company remains a family owned and operated entity with showrooms in more than 50 countries. Their philosophy of “The kitchen is for cooking” emphasizes authenticity in function and materials and a reduction to the essentials.
Challenge: While bulthaup is a well-known brand in Europe and is considered an upper-mid to high-end kitchen cabinet provider, it lacked the same name recognition in North America and was only known to high budget designers, architects and affluent consumers. As new generation consumers (especially H.E.N.R.Y.’s) continue to seek out information and learn about brands online through social media platforms, bulthaup needed to turn up the heat on their marketing and communication efforts.
The next task was to communicate that bulthaup was more accessible to consumers (not just the ultra-affluent) and convey the true DNA of bulthaup kitchens: they really are durable, functional and practical investments for homeowners – not just show pieces. Lastly we needed to communicate that the experience of dealing with bulthaup as a company is a pleasant and rewarding experience, from the onset of walking into a bulthaup showroom, to project design, and throughout the lifetime of the home. It was clear that the bulthaup brand should be introduced to a new fanbase who may not have known about bulthaup – as well as share the experiences of existing bulthaup fans.
Solution: As an added service to the public relations campaign strategy, DRS and Associates created a Facebook and social media presence for bulthaup, developing campaigns that emphasized the lifestyle, DNA attributes and heritage behind this prestigious brand. Custom content, graphics and user engagement activities were crafted and assembled. While product and captivating kitchen installation posts demonstrated bulthaup’s design versatility and ingenuity, recipes, real estate listings (featuring bulthaup kitchens as selling points) and showroom events emphasized bulthaup’s philosophy and focus beyond the kitchen.
1. The main banner image was created to fade the actual kitchen cabinetry into line art so that we could emphasis the elements of “lifestyle” by entertaining or celebrating in the kitchen, and of course highlight the main point of the space: the food one makes there.
2. In another campaign, DRS created a giveaway that asked fans to submit for a chance to win a Facebook exclusive bulthaup kitchen bundle with bulthaup accessories. This was met with great success as fans entered to win this exclusive prize pack.
3. In one of our most recent initiatives, we created a tab exclusively for recipes. We posted a recipe from renowned Chef Ludo Lefebvre and asked fans to make it at home. Chef Ludo is a bulthaup fan and enthusiast.
4. The latest engagement campaign reached out to bulthaup clients and asked them to share the recipe of the first meal they cooked once their kitchen was completed.
Through these campaigns we’ve been able to promote the brand at a consumer level and build a community surrounding it. What set out to be a North American focus has quickly grown into an International success story with hundreds of “likes” and engagements from bulthaup fans around the world.