Feels Like Miele
Celebrating the feeling of using Miele, in the most Playfully Premium way; #FeelsLikeMiele is the new social behaviour for a heritage brand as it enters it’s 125th year.
Project
A heritage brand known for its unwavering dedication to premiumness, Miele, want to use their social platform (Instagram / TikTok) to take us beyond the luxury of their product utility and to share the brand as a point of view in the universe of the home.
To do this, they’re entering a new era of long term, branded and premium social strategy. Led by our new social behaviour; ‘Playfully Premium’ - is an expression of the world of Miele, from washing machines to recipes, and where elegance and desirability does not mean boring. Anything, even the most seemingly mundane domestic task, can be made playfully premium and satisfying with Miele products and their creativity.
Brief
A completely unique opportunity in the brands legacy, our objective was to demonstrate a new way of engaging with social, reacting to the culture by joining the conversation in a way that’s truly authentic to the experience of Miele. To do this, we developed a Creator-led approach with Miele trusting the creative prowess of their community and allowing their perspective and voices to shine through.
As expert in identifying emerging talent, trend spotting and curating unexpected partnerships, I was brought on to commission a slate of Creators. Working with a matrix of briefs and an ever evolving, sliding-scale, of needs we worked to ideate and develop three key strands for our opening content in the #FeelsLikeMiele universe:
‘Satis-Factory’: Capturing the #OddlySatisfying joy of using Miele appliances
‘Home Chef’: Elevating popular recipes to evoke the Miele experience
In-House Content: Engaging with the culture through conversation
Our strategy demonstrates a new way of working - prioritising speed and authenticity without losing quality and attention to detail. At all stages we considered the future of #FeelsLikeMiele setting the tone for the brands evolution and representation in the social space.
Stay tuned for more exciting developments.
Credits
Agency: Wieden+Kennedy AMS | Bodega
Producer: Joanna Roman
Creative Director: Gustav von Platen
Miele @miele_com
Satis-Factory Creators:
Ruby Mary Lennox @ruby_marylennox (180k+)
Greg Ntore @gregntore (170k+)
Amrita Singh | My Kale Kitchen @mykalekitchen (70k+)
Home Chef Creator:
Pierce Abernathy @pierceabernathy (370k+)
Copyright Disclaimer: All images and content copyright-owned by the above-named Creators and/or Agency
