Vitamix Online Relations

High performance for the web

Challenge / Approach

From 0 to 100: Vitamix entered the German market in 2013. Despite being market leading, neither the brand nor the products from the high-performance blender category were recognized in Germany: only 2% had heard of the American company. To start with, the brand lacked communications strategies, activities and a German website. Klenk & Hoursch had the task of drawing attention to the Vitamix brand and products in Germany, as well as positioning the high-performance blender in the market.

Implementation

To this end, a cross-media brand and product communications strategy was launched. The website www.vitamix.de was established as home base for influencer marketing and social media channels. There, all important information can be found – from explanations of the term "high-performance mixer" to product information, recipes and customer service. There was also a focus on food and lifestyle blogger cooperation, thus increasing the visibility and attention brought to the products. Based on a comprehensive social media analysis and the strategy derived from it, the German-language Facebook page was launched in January 2015. This appealed to target audiences across all channels.