Miele is a German manufacturer of high-end home appliances and an international symbol of quality.
Miele is a German manufacturer of high-end appliances — and with it — remarkable vacuum cleaners. With a strong focus on quality, they strive to give their customers peace of mind with high quality products that consistently deliver on its promise. Miele came to us with a task to drive purchase intent for the newly launched vacuum cleaners Boost CX1 Cat & Dog and Boost CX1 Powerline in the Netherlands.
To drive purchase intent for Miele’s latest vacuum cleaners, we had to demonstrate the products in action and lead people to our website to learn more. We did this by showing just how much more dust and hair these vacuums collect, how easy it is to manoeuvre and empty and as a result – how much time people can save in their cleaning routine. To do this, we partnered with a group of influencers we know and trust to capture these benefits. Twenty pieces of highly compelling content demonstrated the unique design, mobility, functionality and benefits of using new vacuum cleaner Boost CX1 and how easy it was to incorporate into daily cleaning routines to simplify the lives of parents and pet owners.
Careful content briefings and paid media targeting strategies allowed us to outperform our engagement goal by nearly 7x and our click goal by 3x – with 4 influencers in just 5 weeks.