Miele: The Washing Diary - a storytelling project about laundry

This case study describes how premium household appliances manufacturer Miele pushed its image in Italy beyond the communication pillars of price and performance, with a campaign based on a story about fashion.

Miele: The Washing Diary - a storytelling project about laundry

Valeria Piazza, Susanna Boggia and Filippo Sbalbi

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands