Today Poggenpohl is a global kitchen manufacturer with a strong profile amongst high net worth consumers. That said, as with so many of today’s major luxury brands, its origins were far more modest.
In 1892 Friedemir Poggenpohl opened his first showroom. By all accounts it was a small space from which to launch the company’s products, as well as its ethos ‘To improve the kitchen’. From that point on, his vision of constant improvement has permeated the brand, and Poggenpohl has progressed to the point where today it can be found in countless luxury homes around the world.In developing the overall look for Poggenpohl’s social media we were influenced by the company’s rich heritage of craftsmanship and quality. We observed the design approach of clean lines and modernist principles that imbue each of the kitchens with a distinct Poggenpohl look, and the selections of materials and surfaces that add individuality and luxury to each kitchen.
Poggenpohl initially approached SUM to manage its UK Digital and Social, and has more recently awarded the agency with the management of its worldwide account, in collaboration with the company’s global digital team based in Herford, Germany.
Our approach throughout has been to draw a carefully nuanced balance between the aesthetics and values of the illustrious brand, and the more performance-oriented techniques that have helped to grow Poggenpohl’s metrics against ambitious pre-defined KPIs.
This would need to happen in a highly-competitive context, with other German high-end kitchen manufacturers such as SieMatic and Bulthaup also fighting for the consumer’s attention and interest.
In being a well-established company, Poggenpohl would need to attract younger consumers through its social media, as well as its more middle-aged consumer base. Our targeting has therefore focused both on digitally-native Millennials, and the brand’s more traditional Gen X and Baby Boomer audiences. In addition, as many interior designers and architects use instagram as a source of inspiration for styling and brand inspirations, so we would also need to take account of their needs and attitudes when creating the approach.
To commence the process, paid advertising was used as an active gateway to drive traffic to Instagram and ultimately to Poggenpohl’s website. Indeed, for the UK the initial goal was to grow follower numbers by 200% in just the first three months.
SUM created a unified approach for imagery to run on Instagram based on clean lines, attention to detail, and unique Poggenpohl styling elements. Texts for the posts were also created in a way that draws attention to key design features that can be found across the main
Sharing a luxury design approach that comes only from Poggenpohl, the brand has immediately seen highly positive results.
