Featured Case Study
KitchenAid Brazil
First Brand Awareness Campaign
Jul 2021 – Oct 2021 | Whirlpool Corporation
Client
KitchenAid Brazil
Project Background
Mission:
First Brand Awareness Campaign – KitchenAid Brazil
Challenge:
While working as a Media Analyst at Whirlpool Corporation, I led the strategy and execution of KitchenAid Brazil’s first-ever digital brand awareness campaign.
Until then, media investments were almost entirely performance-driven, heavily focused on e-commerce and lower-funnel conversions, with minimal emphasis on top-of-funnel brand building in digital channels.
The core challenge was shifting part of the media mix from pure performance to awareness without losing strategic clarity or internal confidence in measurable impact.
Results
Branded search volume increase (Google Trends)
+30%
Direct and branded website traffic growth (within 45 days)
+40%
Ad recall and brand consideration uplift: Significant Youtube Brand Lift Study
Benchmark for future upper-funnel activations: Internal Recognition (Whirlpool Brazil)
$15.12
Key Takeaway
This project validated that even performance-mature,premium brands benefit materially from structuredawareness strategies when they are data-driven, creatively consistent, and properly measured.
Brand building is not a cost center. When executed with discipline and clear measurement frameworks, it becomes a growth lever that strengthens the entire funnel, including long-term performance outcomes.
Skills: Advertising · Analytical Skills · Google Ads
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