Challenge
How do you create a fresh social strategy for a German luxury brand in the U.S.? In the world of luxury appliances, Miele shares a specific set of passions with their customers. They both demand quality and craft, they’re style conscious, have high expectations for performance, and a love for the environmental. But the U.S. social media audiences lacked a connection to the German brand. The creative and content was missing the mark in engaging the audience, growing awareness and driving interest in their luxury appliances.
Solution
DATA, TARGETING AND A REFRESHED CONTENT STRATEGY In order to deliver against the brand goals, SCS couldn’t keep with the status quo. Building an in-depth audience study, reviewing data and analytics on the brand audience and developing a campaign approach grounded in true measurement allowed Miele U.S. to push against the corporate office approach and build something unique for the U.S. Market. While the budgets were small, SCS worked with the Miele team to restructure their existing content and a group of enthused ambassadors to build a strategy and execution that grew their social presence by 10x in less than 6 months and delivered on the brand KPI’s across the board. Miele U.S.’s social presence brought positive recognition from the German team and allowed for an increased strategy for the 2020 fiscal year.
Results
Social presence increase by 10x in less than 6 months and delivered on the brand KPI’s across the board.
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