Although the Bosch Cookit was positioned as a technologically leading multifunctional cooking appliance on the market, there was a critical gap in the digital customer journey.
The challenge was twofold: On the one hand, we needed to strategically activate the existing community of the Bosch Home Germany YouTube channel – which we have been supporting strategically since 2019 – specifically for the Cookit.
On the other hand, we needed to regain communicative authority from uncontrolled creator content in
The solution lay in seamlessly integrating the campaign into the channel strategy that had been built over many years. Instead of isolated advertising clips, we focused on native content that organically fits into the existing ecosystem:
- Seamless Channel Integration: We developed content that speaks the language of the Bosch community and precisely addresses the specific needs of the Cookit target audience.
- Strategic Content Bundle: Production of three targeted long-form videos (Buying Guide, System Comparison, Recipe World) complemented by Shorts that closed information gaps while also entertaining viewers.
- Holistic Distribution: Beyond content creation, we managed the entire distribution across the Google network. Through precise targeting of in-market audiences and competitor keywords, we ensured that the content appeared exactly when purchase decisions were being made.
- Community Focus: With host Franziska as a familiar brand face, we created a bridge between existing subscribers and the new high-involvement product.
The results within just 5.5 weeks demonstrate the enormous impact of strategically placed content:
- Engagement Explosion: With just three new long-form videos and one Short, we generated more than 10,000 engagements (likes, shares, and comments). This short campaign flight achieved several times more interactions than all Cookit content on YouTube had accumulated over the previous five years.
- Massive Consultation Impact: More than 26,400 hours of cumulative watch time equate to over 132,000 virtual consultations – achieved at a highly efficient Cost per View Hour of just €0.24.
- Sustainable Relevance: The exceptionally high completion rate (one in three viewers watched the videos all the way through), combined with top rankings in Google searches and AI-generated answers, secures Bosch’s long-term information authority in the segment.
- Sales Impact: In addition to 7.9 million impressions, the campaign generated measurable results at the point of sale, including 569 “Add-to-Carts” and numerous direct transactions.
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