As one of luxury home appliance brands, Miele is often in consumers’ wish list for the trustworthy brand image and high-quality German products. It was researched that Chinese families put more emphasis on hygiene than other families in laundry area, which facilitated the first series developed specifically for Chinese families in 2019 – the Hygiene+ Laundry & Dryer.
However, the launch plan was not an easy task because of the fierce competition with both international and local brands under a limited budget. At the same time, the unprecedented black technologies were confusing the markets and consumers for a long time.
How can Miele gain a position in a noisy laundry marketplace?
Firstly, with extraordinary product functionality on hygiene which families value the most, we were confident to position Hygiene+ as the fabric care & detergence expert in the sub-category.
Besides, we learnt that families with new-born babies not only care about children but also the whole families’ fabric detergence, which gave a chance to highlight Miele’s PowerWash 2.0 system, segmented programs and zero-sensitivity detergent.
In addition, Miele has been creating delighted experience to actual users that could be a powerful weapon of driving organic WOM and intention. This is what we could leverage by providing real & offline experiencing to drive sales conversion.
With all the insights and opportunities above, we sorted out the integrated communication strategy from creative media to event.
1，Clean and easy-understanding visual to directly deliver the hygiene message and touch the consumer needs. It was implicated in digital, POSM and EC channels.
2，Precisely targeted premium families with babies in upper tier cities on vertical digital platforms, making 27millions of impression; Professional KOLs produced parenting & health knowledgeable content, winning 3millions of readership and they keep generating these readerships till now.
3，Offline parenting class roll outed in 3 key markets – BJ, SH & GZ, with over 60 premium families learning experiencing the laundry in real time.
