Buffalo Malaysia
Establishing emotional connection between historic brand and the younger generation
Challenge
Founded in 1957, Buffalo has been producing high-quality stainless-steel cookware for over six decades. Despite using safe and quality materials for the cookware, the brand found it difficult to tap into the younger generations as they exhibit much greater price sensitivity.
Strategy
To address the challenge, we have done market research and found that young consumers are not very particular about kitchen appliance, they prefer to have a neat kitchen match with their lifestyle.
We also found that “Soup” is one of the dishes most attracting young family who pursue quality of life. Therefore, we link Buffalo’s products and soups in the campaign, to build emotional connection with younger consumers.
All these come with a well-designed (AIA) marketing funnel from Awareness, Interest to Action to conveying a unified message across a variety of channels.
Impacts
Awareness stage
The campaign featured a short film which emphasized how Buffalo has accompanied one’s journey in life, with the theme: Always Heartwarming. Meanwhile a series of key visual reflect campaign message is distributing via various media channels for awareness.
Interest stage
Recognizing that younger generation often prefer sound-oriented ASMR and cooking videos, we have created a series of recipe videos focusing on the sounds of food preparation.
Brand partnership
In order to increase brand reach, we launched a brand partnership to co-produce video content with relevant brands that are of interest to the target group.
Action stage
We have also organized a giveaway of e-Book Recipe for millennials to “Cook it Yourself” while collecting new customers’ data.
Scope of services
Brand story . Integrated marketing . Social media . Digital Ads . Influencer marketing . Media release . Creative production . Video production
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