Work

Miele

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.

More work