THE CLIENT
Miele Professional (Miele) is a global leader in state-of-the-art, commercial-grade appliances.
THE TEE UP
When the company was ready to launch its new line of compact commercial-grade laundry solutions—Little Giants—they engaged Tiny Mighty Communications (TMC) for marketing communications support.
THE STRATEGY
TMC recommended an integrated communications program and launch plan aimed at five unique target audiences and guided by three primary objectives:
- Generate customer and dealer leads
- Secure earned media coverage to support awareness of Little Giants and the Miele brand
- Drive traffic to the Little Giants microsite
THE ACTION
The process began with our Mission and Message Alignment (MMA) platform – a comprehensive research tool that assessed Miele’s readiness to communicate brand promises across key audiences and reconciled the brand’s business goals with communications objectives.
Following the MMA, we executed a multi-channel roll-out across trade and lifestyle media, the Miele website, social media, dealer/distributor partners and product directories. The wholistic approach included:
Social media playbook and programming: TMC drafted and posted on X (formerly Twitter), Facebook and Instagram on behalf of Miele
- Little Giants Microsite: for all target audiences
- Earned media program: tailored to five unique target audiences
- Little Giants “Sell Sheets”: for target audiences – Home, Small Biz, Healthcare, Marine
- Digital/Print ad campaign: in target publications that included Hospitality Design, American Laundry News, The Triton, Fresh Quarterly and The Laundry Ledger
THE RESULTS
The Little Giants campaign resulted in several key successes:
- Press release resulted in 113 media placements, reaching a potential audience of 72.8M
- Digital advertising and e-blasts generated qualified leads for Miele
- Select units sold out in first week of availability
Coming off the success of the Little Giants campaign, Miele expanded TMC’s scope of work, becoming the agency’s first corporate client.
