Case Studies

Introducing Professional Laundry for the Home

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.