Digital Influencer campaign bringing brand benefits to life
The Miele W1 is a washing machine like no other! With the ability to wash and keep in-tact a fresh rose, due to unique (and quite frankly mind boggling) technology, we decided it deserved nothing less than a campaign as unique as the machine is exceptional.
With the machine already launched to trade and tech press, our brief was to engage the end user. Key to campaign planning, therefore, was defining and understanding that consumer. What emerged was a contradictory pattern of purchase behaviour – why does our target audience (AB1 affluent professional women based in the SE England) spend hundreds, if not thousands, on carefully curated wardrobes of designer clothes, only to neglect investing in a quality machine in which to wash them?