Focus on Sales

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 the world’s most reliable and desired premium brand.
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Measurable viewability

The challenge

The challenge, which had to be overcome, was the launch of our joint work at the peak of the COVID-19 pandemic. Our team had to not only swiftly adapt to the changing online market but also derive maximum benefits benefits from this unusual situation.

Key results

Despite the pandemic, in 2020 we managed to roll out thriving advertising campaigns for Miele in Bulgaria. Our detailed channel-specific advertising strategy, based on stict KPIs, increased the online transactions by 161% and led to 69% YoY increase in sales.

The solution

In response to the COVID-19 pandemic and the changes in consumer behavior, Brand IQ developed and tested thoroughly advertising strategies based on clearly measurable goals. Our design team adapted a significant number of creative assets in order to attain better brand recognition, viewability, and ultimately drive sales. In conjunction with the corporate strategy, we focusted on rich media creatives to promote consumables and small domestic appliances. Our strategy was based on increasing brand awareness and eventually funneling paying customers through search.

Nearly 80% of the conversions achieved during the year indeed came from search advertising. We vigilantly selected the keywords, taking the activities of the competitors into consideration. Through proper keywords targeting, dynamic search, and continuous optimizations, we succeeded in significantly driving sales up. The last quarter of the year showed record revenues and transactions. The creative designs were prudently selected and tailored to account for changes in consumer attitude during the pandemic. The Black Friday campaign, for example, resulted in a 10-fold increase in turnover and 500% in transactions compared to the prior year’s Black Friday. The noticeable trend of increasing consumer interest, boosted sales, and enhanced 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.

Industry

Retail, Appliances

Objective

Brand awareness, Sales

Media

Display, Video, Search

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