Miele’s product line includes high-end domestic appliances for cooking, refrigeration, and laundry, as well as industrial solutions for medical and laboratory sterilization and disinfectant. Their strategic vision is to be the world’s most reliable and desired premium brand of appliances.
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More transactions
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Higher sales
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Measurable viewability
Industry
Retail, Appliances
Objective
Brand awareness, Sales
Media
Display, Video, Search
The challenge
Brand IQ was tasked with launching Miele’s campaign at the peak of the COVID-19 pandemic. Our team needed to swiftly adapt to the changing online market while also deriving maximum benefits from the unusual situation.
Key results
Despite the pandemic, Brand IQ delivered thriving advertising campaigns for Miele in 2020. In our Bulgarian campaign, our detailed channel-specific advertising based on strict KPIs increased the online transactions by 161% and led to a 69% YoY increase in sales.
The solution
COVID-19 brought lasting changes to consumer behavior. Brand IQ developed and tested unique advertising strategies defined by clearly measurable goals. Our design team adapted a significant number of creative assets in order to attain better brand recognition, viewability, and sales. In conjunction with the corporate strategy, we focused on rich media creatives to promote consumables and small domestic appliances. Our strategy was based on increasing brand awareness and funneling paying customers through search.
This strategy paid off! Nearly 80% of the conversions achieved during the year came from search advertising. We vigilantly selected key words while taking into account competitors’ targeted search terms as well. Through continuous optimization we significantly drove sales up. The last quarter of the year delivered record revenues and transactions.
Our Black Friday campaign—for example—resulted in a 10-fold increase in turnover and 500% increase in transactions compared to the previous Black Friday event. This significant increase in consumer interest, sales, and demand for Miele products continued throughout the entire year.
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.
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