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
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.
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.