Although the Bosch Cookit is positioned as a technologically leading food processor with a cooking function, a significant gap remained in the digital customer journey. The challenge was twofold: on one hand, it was necessary to specifically activate the existing community of the Bosch Home Germany YouTube channel—which we have been strategically supporting since 2019—for the Cookit. On the other hand, it was vital to regain "communicative sovereignty" over uncontrolled creator formats to provide valid information to users ready to buy (especially those interested in the Thermomix).
The solution lay in seamless integration into a channel strategy that had grown over years. Instead of isolated commercial clips, we focused on native content that fits organically into the existing ecosystem:
- Seamless Channel Integration: We designed content that speaks the language of the Bosch community and precisely meets the specific needs of the Cookit target group.
- Strategic Content Bundle: Production of three targeted long-form videos (Buying Guide, System Comparison, Recipe World) and complementary Shorts that closed information gaps while providing entertainment.
- Holistic Distribution: Beyond content creation, we were responsible for the entire distribution within the Google network. Through precise targeting of in-market audiences and competitor keywords, we ensured the content appeared exactly when the purchase decision was being made.
- Community Focus: With presenter Franziska as a familiar brand face, we built a bridge between existing subscribers and the new high-involvement product.
The results within just 5.5 weeks demonstrate the enormous leverage of strategically placed content:
- Engagement Explosion: With only three new long-form videos and one Short, we generated over 10,000 engagements (likes, shares, comments). This short flight achieved a multiple of the interactions that all Cookit content on YouTube had accumulated over the previous five years combined.
- Massive Consulting Performance: Over 26,400 hours of cumulative watch time—equivalent to over 132,000 virtual consultation sessions—at a highly efficient cost-per-view-hour of only €0.24.
- Sustainable Relevance: The extremely high view-through rate (every third person watched the videos to the end) and top rankings in Google searches and AI-generated answers secure long-term information leadership for Bosch in this segment.
- Sales Impact: In addition to 7.9 million impressions, the campaign led to measurable success at the point of sale, including 569 "Add-to-Carts" and numerous direct transactions.
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