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KitchenAid's First Ever TikTok Campaign
KitchenAid launched its first-ever TikTok campaign to engage Millennial and Gen Z audiences through UGC recipe creation. I led art direction and visual design, collaborated with brand and social teams to establish judging criteria, and partnered with legal to ensure responsible execution. Select recipes were elevated beyond social through a Taste of Home partnership, where I art directed the cookbook photoshoot and recipe videos—turning participant creativity into a lasting brand asset.
172.5 million impressions and 5 placements | +3.4% lift among new audience | Doubled TikTok following | Bizaare Voice Top 10
Honoring the Community
Participants were recognized in meaningful, tangible ways—ensuring their creativity was celebrated, not just sourced. Select participant recipes were curated and featured in a branded Made with KitchenAid cookbook, turning community contributions into a lasting, shareable artifact.
Recipe creators were highlighted on a dedicated Made with KitchenAid Pinterest board, extending reach, visibility, and inspiration beyond the original campaign.
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Taste of Home Video Collaborations
Select recipes were re-created as short-form video content in partnership with Taste of Home, giving participants professional-quality exposure across trusted food media channels.
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