THE OBJECTIVE
Turn a distress purchase into a highly coveted investment.
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 customers to take notice of a new washing machine and convert purchases?
THE INSIGHT
Our target audience displayed a contrary purchase behaviour pattern, investing a lot in. clothes, yet not in their care.
OUR JOB
The Miele W1 had all the technical know-how to do the job. It was us, the consumers that needed bringing up to speed.
STIRRING EMOTION
Leverage the guilt and shame of this nonsensical behaviour.
THE STIR WAY
Would you put your Celine in your machine?
We challenged a community of top fashion influencers to create relatable content of them washing expensive/beloved and notoriously difficult to wash clothes in a W1. This created a tribe of unofficial, yet highly influential, brand ambassadors.
Impact and implications
Output
16
Long form features curated by 10 top digital fashion influencers.
Outtake
3M
Relevant followers of fashion engaged via 107 social media mentions.
Outcome
12
Direct sales of the W1 washing machine, alongside a general uplift in sales of Miele laundry products.
