Miele: The Washing Diary - a storytelling project about laundry
Campaign details
Brand: MieleBrand owner: MieleLead agency: PHD MediaCountry: ItalyIndustries: Home appliances, Laundry productsChannels used: Content marketing, Events & experiential, Online display, Online video, Social media, Websites & micrositesBudget: Up to 500k
Executive summary
In the household appliance market, price is one of the most important points of sale. Even when looking for a premium product, consumers cross price (again) with performance.
Although widely recognised as a premium brand, Miele...