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.

THE RESEARCH:

We know that our target audience can be binary. They can have money, but be frugal. Care about the environment, but still make some questionable choices. Insights showed us they had no problem spending money on clothing, but almost never considered their aftercare. Or assumed it was a job best delegated to the local dry cleaners.

THE STIR WAY:

The smarter way? Cut out the middleman. When your old washing machine gives up, why not save money, time and endless chemicals by choosing a new Miele W1 that can take care of everything for you? We enrolled ten top fashion influencers with enviable wardrobes to show the W1 in action.

THE HEADLINE RESULTS:

Our content creators engaged 3 MILLION RELEVANT FOLLOWERS on social, via long form features that advocated for this big ticket purchase, through a fashion-lovers lens.