MIELE

Life Beyond Ordinary

Life Beyond Ordinary

ISSUE

Miele had an ambitious goal of growing market share in the competitive major household appliance category, with the launch of their
Generation 7000 series of kitchen appliances

IDEA

Miele’s first-ever omni-channel campaign, with personalised content targeting diverse audiences to drive conversion. Messaging was triggered by combining demographics, attitude, behaviour, device usage and intent-to-purchase signals.

IMPACT

Pre-campaign, Miele Australia ranked #6 globally on brand consideration. By June 2020, it had moved to #3, delivering a 29% increase in revenues and ultimately Miele’s highest sales on record.