Narrative and digital presence for excellence in Premium kitchen
bulthaup
Since it was founded in 1949, bulthaup has been committed to quality and perfection in all its designs, developing innovative and aesthetic products and continually seeking responses and solutions to people's needs.
Since we began working with bulthaup, our aim has been to raise the brand's profile and increase its digital presence in the bulthaup Iberia market: Spain, Andorra and Portugal, with a strategy that would enhance its values and image while bringing it closer to its target audience and main distributors. To do this, we developed a customer centric approach that consisted of using research to precisely define their main customer archetypes in order to offer them personalized content according to their wishes and needs.
The fieldwork and archetype design that we carried out when we started working with bulthaup enabled us to develop a digital strategy aimed at its target audience and with content that is relevant to them. The result is embodied in a new narrative in all online communication channels: blog, social networks, newsletter and performance media campaigns, with the aim of improving positioning, gaining awareness and building a dedicated, participative community around the brand that shares the same values and passion for excellence in design and architecture.
The strategy designed for the online environment is the perfect blend of timeless design and digital communication
We needed to create a narrative that could convey bulthaup's heritage and values and connect them to the specificities and desires of its target audience. The key was to focus on the people, the true protagonists of the brand, by creating customized stories and messages that would connect with customers and followers.