THE CHALLENGE
As a legacy name in professional kitchens, Viking Culinary entered the DTC space with a clear mandate: double online revenue year-over-year without sacrificing average order value or diluting their premium brand position. With paid search as the only active channel, the margin for error was thin. So, we engineered a strategy that prioritized Viking’s high-margin cookware lines and aligned campaign structure with real buying intent.
THE STRATEGY
They came to us and we launched a High-Margin Performance Max campaign with a strategy-first architecture:
- Segmented asset groups by cookware line—hard-anodized nonstick, 3- and 5-ply stainless steel, copper cookware, and premium cutlery.
- Each asset group was paired with tailored visuals and lifestyle imagery to reflect the professional-grade quality Viking is known for.
- Custom headlines and value-forward messaging were crafted to highlight durability, precision, and elevated design.
This wasn’t automation for automation’s sake. It was intentional, human-led structuring—so we could track results more clearly, test faster, and optimize budgets around real performance drivers.
