Driving engagement in a low emotion sector
Get time-poor ABC 1 women to care about a new washing machine.
We discovered a contrary pattern of purchase behaviour – an audience spending thousands on designer clothes, only to neglect investing in a quality machine in which to wash them.
Taking this behaviour and combining it with our product functionality, we launched a campaign that made Miele brand advocates of top UK fashion digital influencers
Gifting each a W1 washer and tasking them to create content of them washing expensive / beloved notoriously difficult to wash items (think cashmere, leather, sequins and studs).
10 top digital fashion influences engaged,
16 long form features,
107 social mentions and engagement of 3 million relevant ’followers of fashion’ creating a direct spike in product sales