THE CLIENT
Miele Professional is a global leader in high-quality, commercial-grade appliances.
THE TEE UP
The Miele Professional team in North America wanted to introduce its compact, commercial-grade laundry line – Little Giants – to U.S. residential and commercial users and generate leads with both.
THE STRATEGY
We designed a plan to reach key audiences in the laundry, small business, healthcare, home, and marine industries. Our objectives were clear:
- Secure targeted media coverage
- Drive traffic to a new Little Giants microsite
- Generate customer and dealer leads
THE ACTION
We deployed our award-winning Mission and Message Alignment (MMA) project to inform a multi-channel rollout across trade and lifestyle media, digital platforms and dealer networks.
Here’s how we brought Little Giants to life:
- Little Giants Microsite: A space exclusively for Little Giants traffic
- Earned Media Program: Press releases tailored for each key audience and market vertical
- Unique Sell Sheets: For Home, Small Business, Healthcare and Marine buyers
- Digital/Print Ad Campaign: Ads in leading trade publications (Hospitality Design, American Laundry News, The Triton, Fresh Quarterly, and The Laundry Ledger)
- Social Media Playbook: For LinkedIn and X (Twitter)
THE RESULTS
A sequenced go-live and mass communication calendar dictated the release of all key materials across multiple channels. This integrated approach delivered strong, measurable results:
- 113 media placements reached an audience of 72.8 million
- Hundreds of qualified leads from digital ads and email campaigns
- Select units sold out in the first week of launch
The campaign generated significant awareness, increased brand visibility and positioned Miele Professional in media as a leader in commercial-grade home laundry solutions, highlighting our ability to drive impactful results and elevate brand presence across diverse channels.
