Miele

A Strategy for social success

Overview

The professional division of leading white goods manufacturer, Miele, was looking to promote the brand’s premium position within the UK marketplace by increasing awareness through social media channels. A creative and well-planned approach, which could positively impact audiences at each stage of the customer journey, was required.

We took an integrated approach aligning social media with Miele’s broader content programmes and PR campaigns and, using a mix of media, created social media assets relevant to the company’s core sectors. A monthly calendar helped ensure consistent, on message and relevant posts, and regular analysis allowed us to monitor engagement and work closely with the Miele team to find new ways of increasing audience interaction.

Where we shone

This hugely successful programme attracted over 4.4k new followers for Miele on Twitter and LinkedIn over a 24-month period, increasing user engagement in one year alone by 60% on Twitter and 120% on LinkedIn. Link clicks and website referrals also soared during that time.

Crucially, with our commitment to storytelling, we were on-hand to post about events that the Miele team were attending in real time, such as the London Vet Show and the Care Show, as well as the virtual launch of the company’s ‘Little Giants’ range of washing machines and tumble driers. This increased brand visibility and provided an opportunity for potential customers and partners to stay up-to-date with activity.

In a nutshell

Mission:

Brand promotion via social media

Sector:

Services:

Brilliant because:

Skout helped Miele focus its social communications, with the net result of boosting its profile and improving customer engagement and interaction within the UK.

We have been delighted with the results the Skout team has achieved through social media, and it’s fantastic to see the growth of our following. Using a monthly calendar to plan social media has boosted the overall visibility of a variety of content and enabled us to leverage our position in the market to provide easy-to-access advice. We can now keep our potential audience informed on all things Miele.