Objective: Turn a distress purchase into a highly coveted essential.
The new Miele W1 is a washing machine like no other, but in world of almost endless new product launches, how do you get time-poor, ABC1 women to take notice of a new washing machine and convert purchases?
Insight:Our target audience displayed a contrary purchase behaviour pattern, investing a lot in clothes yet not on their care.
Leverage the guilt and shame of this nonsensical behaviour.
Solution:Would you put your Celine in your machine?
Challenged a community of top fashion influencers, tasking them to create relatable content of them washing expensive/beloved items, notoriously difficult to wash in a W1, and in turn created a tribe of unofficial yet highly influential brand ambassadors.