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Miele’s product line includes high-end domestic appliances for cooking, refrigeration, and laundry, as well as professional-grade solutions for medical and laboratory use. Their vision? To be the world’s most desired and trusted premium appliance brand.
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Industry

Retail, Appliances

Objective

Brand awareness, Sales

Media

Display, Video, Search

The challenge

Brand IQ was tasked with launching a high-impact campaign for Miele during a time of rapid digital acceleration and shifting consumer behavior. The goal: drive measurable sales growth through a strategic, performance-led approach.

Key results

Brand IQ delivered a standout performance. Our channel-specific strategy, built around strict KPIs, boosted online transactions by 161% and drove a 69% year-over-year increase in sales for the Bulgarian market.

The solution

To meet Miele’s premium positioning and performance goals, we crafted a targeted digital strategy driven by conversion-focused creative and precision media buying.

We prioritized rich media formats to highlight Miele’s smaller domestic appliances and consumables, supported by highly targeted search campaigns. Our search approach—based on competitive term mapping and continuous keyword optimization—was the powerhouse behind performance: nearly 80% of all conversions came directly from search.
One standout moment? Our Black Friday campaign generated:
• A 10x increase in turnover
• A 500% increase in transactions compared to the previous year
The success didn’t stop there—interest and demand for Miele products remained high throughout the year, reflecting the long-term impact of the campaign.
Miele is a German manufacturer of high-end domestic appliances. The Company was founded in 1899 and is a leading manufacturer of premium appliances: for cooking, refregeration, coffee making, and cleaning, including robots. This range is complemented by dishwashers, washing machines, and dryers for professional use as well as disinfectants, and sterilizers for medical and laboratory use. Miele’s strategic vision is to be world’s most reliable and desired premium brand.

Industry

Retail, Appliances

Objective

Brand awareness, Sales

Media

Display, Video, Search

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