Challenge
Miele is a global manufacturer of high-end domestic appliances. The company has a dozen US showrooms, known as Miele Experience Centers, where customers can interact with their products. Well-known in Europe, Miele suffered from low brand awareness and market share in the US. Lower priced competition, lean budgets and limited creative options were all obstacles to their growth.
- Build awareness and consideration for Miele’s premium priced appliances among an increasingly cluttered market
- Achieve sustained growth increase of 14% for Brand Health Score
Insight
Miele marketing plans focused heavily on product support without capitalizing on their brand story and benefits. When we activated broad awareness media using sight, sound, and motion, there were increases in brand health metrics.
To drive sustained growth, Generator developed a communications plan to recalibrate the strategy to a full funnel approach that would drive long term growth among existing and new customers.
Idea
Generator developed a new communications plan that was driven by target, cultural and category insights with new strategies:
Shifted key target audience focus to bring in new consumers
Recalibrated historical media mix to ensure full funnel strategies and weighting between upper and lower funnel media
Refreshed creative executions with richer story-telling potential and custom content to enhance overall creative strategy
Revised flighting strategies to align with key promotional windows while still ensuring consistent market coverage
Holistic linear and digital video plans to reach consumers across all devices