Miele Professional
Miele
About the Brand
Miele is a historic German brand that has been operating since 1899 and is now recognized worldwide, with subsidiaries in various countries, including Italy.
Miele offers household and professional cleaning appliances, with the Miele Professional line dedicated to the Ho.Re.Ca. sector and medical environments.
The company stands out in 47 countries for the high quality of its products and for continuous technological innovation, according to the Immer Besser motto: Always Better.
A New Tone of Voice for Miele
The Objectives
The SAY Strategy for Miele
The analysis of Miele’s online positioning led to the remaking of the e-shop dedicated to the Professional division and the activation of targeted landing pages for each audience segment.
In addition to these activities, we combined an SEO project for the website and the blog, which are essential for responding in a timely manner to user queries and generating information around topics of interest.
We created and managed Facebook and LinkedIn profiles, to nurture a positive engagement with the brand’s communities, and launched ADV campaigns on Google and Facebook. We send out targeted and customised monthly newsletters and DEMs for the various targets according to a content plan shared with the client.
Our strategy for Miele also included the restyling of the condominium laundry site and the development of a chatbot to effectively manage the contact streams.
At SAY each of us works according to a precise method, which consists of 3 fundamental steps for the success of a project: Thinking, such as the elaboration of a data-driven strategy based on the available data; Planning, the organisation of all the activities necessary to achieve the objectives; and Action, the implementation and monitoring of the results.
The results of the strategy for Miele Professional
In 2020, a very difficult year especially for Miele’s main target group, the Ho.Re.Ca. sector, the company achieved astonishing results:
of sessions for the website and in particular + 40 % from organic traffic.
of leads collected.
Mediastars awards 2020 edition: first place in the Branded Content category, second place in the Social Media section and a Special Star for creative direction.
2 Mediastars awards 2021 edition: a Special Star for Creative Direction and another for Art Direction, together with a Short List Nomination in the Online ADV section.
The Miele Professional Experienced
“At SAY, we have found listening, open dialogue and that innovation that has allowed us to go a long way together.”
Marco Padovan
Miele Professional Marketing Manager
Get in touch with us to collaborate and create successful projects together.