Webuiltacreator-first,social-nativecampaignthatcombinedcreativitywithaclearstrategy;highlighttheBlackFridaydealofthesemi-automaticespressomachinesinapremiumandauthenticway.
To break through the noise of Black Friday, we chose a social-first strategy built around creators and visual impact. By combining a CGI collaboration with actor Thijs Boermans, a multi-creator influencer campaign and a TikTok Top Feed advertisement, we created a campaign that was impossible to ignore.
The overall goal of the campaign was to highlight KitchenAid’s semi-automatic espresso machine and drive awareness around the Black Friday deal. This was done by increasing awareness for the semi-automatic espresso machine, position KitchenAid as a premium brand for sustainable, reliable and accessible kitchen appliances, and by reaching a broad and relevant audience during Black Friday.
The campaign was built around three layers. First, a CGI collaboration with Thijs Boermans, in which we created a CGI video designed to showcase the product in a striking way and act as a true scroll-stopper on Instagram and TikTok. Thijs Boermans was the perfect match for KitchenAid: in our search for Mr. Espresso, his love for coffee, his personal journey in the restaurant world, and his content style aligned seamlessly with what we needed.
Secondly, we launched an influencer campaign with twelve creators who received the semi-automatic espresso machine and produced personal content highlighting both the product and the Black Friday offer. Four of them also hosted a giveaway, gifting a machine to one of their followers, which drove additional engagement and reach through community participation.
Finally, to guarantee maximum visibility during Black Friday, we activated a TikTok Top Feed placement. Three campaign videos were deployed as Top Feed ads: the CGI video featuring Thijs Boermans and two creator videos by Victoria Vermeer and Diego Bossers. This approach generated over 2.8 million impressions and reached 1.4 million unique users in the Netherlands, delivering massive visibility at one of the most competitive moments of the year. As one of TikTok’s most premium placements, Top Feed ensures these videos are among the very first posts users see when they begin scrolling their For You Page, placing the content directly at the center of attention.
This campaign shows how premium brands can win in performance-driven moments like Black Friday by fully embracing social culture. Instead of shouting louder, we showed up in a way that felt right to the platform: social-first, authentic, and creator-led. By placing products in real, everyday moments through creators, the content felt natural rather than promotional, resulting in stronger engagement and positive reactions around KitchenAid.
The combination of high-end CGI and a relevant macro-creator allowed us to showcase the product in an elevated yet unexpected way, creating true scroll-stopping content. Supported by paid media, the campaign remained both premium and scalable. Altogether, this approach proved that creativity, creators, and platform-first thinking are key to making premium products stand out in crowded, performance-heavy periods.