Case Study: Miele boosts brand awareness with Mr. President's Chef Inspired Kitchens

Miele doubles unprompted brand awareness with Mr. President

The customer, Miele, faced the challenge of significantly increasing brand awareness for its high-end kitchen appliances in a premium market dominated by competitors like Gaggenau. The vendor, Mr. President, was tasked with developing a strategy to set Miele apart and connect with a wealthy audience during the long and complex kitchen buying journey.

Mr. President created the "Chef Inspired Kitchens" series, a content initiative featuring top chefs who use Miele appliances in their own homes. This solution included films and articles that followed a customer's design journey, which were broadcast in independent cinemas and across digital touchpoints. The campaign generated 2 million completed views online, increased hub traffic by 150%, and ultimately helped double Miele's unprompted brand awareness from 13% to 24%.

Miele