THE CLIENT

Miele Professional (Miele) is a global leader in state-of-the-art, commercial-grade appliances. They are known for sustainable products and highly efficient systems like Miele WetCare—a wet cleaning process that uses sophisticated washers and dryers to safely remove water-based stains and odors from garments.

THE TEE UP

Miele needed to promote the benefits of Miele WetCare with both existing customers and potential new customers.

Miele engaged Tiny Mighty Communications (TMC) to expand its reach to a broader audience across multiple communications channels, with three overarching goals for WetCare:

  • Generate media coverage to drive leads and increase sales opportunities
  • Strengthen customer education content
  • Increase brand awareness

THE STRATEGY

TMC recommended leveraging the company’s established brand message, “Immer Besser” (“Always Better”), in a series of wet cleaning case studies to tell the story of Miele as a company providing advanced, quality laundry solutions like WetCare. The stories would:

  • Highlight the many benefits of wet cleaning
  • Increase awareness of Miele’s role in the creation of the WetCare process and
  • Reinforce the brand’s focus on quality and sustainability

Target audiences would include professionals in the textiles, laundry and linen services industries, as well as Miele’s network of distributors.

THE ACTION

We created six wet cleaning case studies built on three key messages aimed at generating media coverage and driving leads:

  • WetCare technology produces optimum cleaning results
  • WetCare solutions have many environmental and economic benefits
  • Customers can expect a high-quality experience when working with Miele

We interviewed Miele customers who used the brand’s wet cleaning technology and used the intelligence we gleaned to draft and manage the asset creation and design of each case study.

Case study content was featured on multiple external and internal platforms, including:

  • Miele’s website
  • Miele’s external newsletter
  • Miele’s social channels
  • Laundry trade and industry publications, including:
  • American Laundry News
  • The Laundry Ledger
  • American Drycleaner
  • Cleaner & Launderer

THE RESULTS

As intended, the case studies reached a broad audience with media coverage and enhanced education on the operational and environmental benefits of WetCare that ultimately increased sales opportunities for the Miele team.

TMC also worked with professionals at Daoust Ecoefficient Cleaners, Best Cleaners, Clothes Clinic, Kingston Fire Department, Eastern Tech and Sudsies Garment Care to promote the exemplary service and support available to all Miele Professional customers.

More positive customer testimonials continue to add credibility to Miele’s products and assist sales teams by illustrating the company’s commitment to core values like sustainability.