To establish and build a strong reputation for Miele as a leader in sustainable household appliances in Hong Kong, a market where its impact was limited due to a lack of brand presence in the sustainability space, despite Miele’s notable sustainability achievements.
Leveraged Miele’s year-long sustainability campaign to increase consumer awareness, consideration, and purchase intent by engaging influencers who share the brand’s green values to create high-quality content. Influencers were strategically selected from different categories to act as brand advocates and effectively communicate the brand’s sustainability messages to target audiences.
